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design phase of the product development cycle.

Microsoft has hundreds of user interface design and usability engineers involved in most major projects right from the start. They are involved with the product in the beginning stages of design. Is it any wonder that Microsoft has been so successful?

In contrast, another major software developer has an over-modest number of user interface engineers who work in the "Usability Lab" to test new products. Great sounding idea, except for the fact that they don't start testing until the products are released. (The house is already built.) What happens when they determine that the product is too difficult to use? Enter the jack-hammer division, specialists in removing toilets from living rooms. To assure customer responsiveness, management sets service level standards regarding how quickly the jack-hammer division must remove the toilets after the customer's initial phone call. Fortunately management has the foresight to equip the jack-hammer division with the latest in high tech jack hammers.

Sigh. Our jobs and our way of life don't have to be lost. It's just a matter of choice. There's still time, but none to waste. If Tom Peters is right, the jack-hammer division can just as intelligently be assigned to straightening the deck chairs. "Hey captain, what's that big white lump in the water ahead of us?"

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