“In actuality, the reason so many small software businesses fail so quickly is because they don’t understand that their knowledge of how to build a product is not sufficient to build success. The true vision of a multidisciplinary team of engineers, designers, product people, marketers, business people, and researchers is foreign to them. If some of the people creating software don’t understand our role, it’s not surprising consumers don’t.” (Demetrius Madrigal and Bryan McClain – UXmatters)