In our region, design is oftentimes seen as an option, almost a luxury. It would not be fair to lump all cases together: there are examples showing how things should be done. Yet they are not the norm. The heads of companies, those directing them, must realize that design is a business problem, that design helps bring in significant return on investment. It is us designers who have to show them that in order for that potential to be factualized, they have to master certain concepts and lead the design process, just as they lead other areas of their organizations. The head of a company does not have to know how to design user experiences: that is what his design team is for. Yet the head of a company does have to have certain knowledge allowing for him or her to dialog, evaluate and above all else make decisions. They have the opportunity and responsibility of aligning the design process with the business goals. It may be a harsh thing to say, but as long as they keep mistaking design with drawing, quality with attractiveness, and useability with what is pretty, the competitive advantages of user experience design will remain off their radars. So, if you have to convince your boss, this talk is for you, moreover, for her.