“You can have a great plan for a User Experience Strategy, but you should really consider whether your company is able to execute that strategy. The same thing goes for product concepts, I believe. A groundbreaking, radical new product concept is inspiring, but if your company is currently not able to realize it and needs some time to live up to the strategy, by exposing your product concept to the public you have just told everyone in what direction you will be heading in the coming years.” (Jasper van Kuijk – uselog)