Companies Just Don’t Get It
http://designingux.com/2008/10/companies-just-dont-get-it/

Designing User Experience
2008

Abstract:

People often don’t know exactly how they want software to allow them to complete a task. They recognize how the existing software makes them work around what they want, and they understand vague ideas like “make it easy to use”, but they may not be able to translate that into interface design. And why should they?