done that in some way had an impact on the industry, like when I was working with the first interactive TV service provider in the UK. Frankly, most of the time it’s the client and the people I work with that makes an engagement fun. 6. What are some of the challenges of conducting strategy in different work environments (for example, startups versus agencies versus enterprises)? Much of what we do is about aligning people, processes, and expectations, and this is challenging. I’d say people management can be a challenge within some organizations. I spend a good deal of time thinking about whom I am talking to and shaping my conversations accordingly — being aware of organizational politics. Organizational politics is another challenge. It influences what we do and how we do it, which could have an impact the quality of the work. I usually try to find out who the project decision makers are and what factors tend to influence them so I am better prepared. Adaptability is another key skill and being adept at building trust amongst those you work with. Although exciting, startups pose their own set of challenges. There might not have been a UX designer or strategist in the organization before you, so a large part of what you do might be educating those around you on the value of user- centered design. Decisions about a product or service might already have been made before your arrival, which can make any change hard to negotiate, especially given that business owners are often product owners and feel a very strong sense of ownership in the product. People often wear multiple hats in startups, jumping in where needed which can cause some confusion regarding your role. Clearly communicating what you do and the value you bring to a project or solution, as a UX strategist, is key. Time can also be a challenge. Startups often move at breakneck speeds to get a product to market, so you can be pushed to deliver quicker than you’re comfortable. It’s important to step back, slow down for a bit, and review where you are. Is the product or service supporting business priorities? Is it supporting the needs of the end users? Are you able to explain what the product or service is, in a way that your grandmother would understand? 7. Have you ever conducted any form of experiments on your product or UX strategy, whether it be trying to get market validation on a value proposition or testing