How to Convince A CEO

Mark Hurst:

Show the CEO, in person, a user struggling to understand the site, finally giving up, and saying, “this is a beautiful site that I can’t figure out and I’m never coming back.”

Show the CEO several of these people, having the same problems in their experience despite not being forced into it by leading questions or any sort of script.

Show the CEO all of this and simply ask, “What did you observe today?”

And watch what happens.