I believe UX has to be more than a production cog. It has to be more than a step in the process. It needs to be a guiding philosophy that informs the entire process of design and creation. I speak of UX as User-Experience design – a complete and wholistic viewpoint that the experience of a customer (or user) is defined by their entire contact with a product or service. I believe UX designers can have their biggest impact by affecting the ideas and values of all the people around them – helping them see a world outside their own. It means re-defining the UX mission for everyone and having them on board.