It's not about how usable you are but how useful you are.

Usability is simply access to usefulness. Usefulness means there's some fulfilment - from the user/customer/business view of value.

What we fail to understand and orchestrate is the connection between technology that's easy to use and company operations that are easy to do business with. Get them to a fulfilment point as easily and quickly as you can and they'll be back. In the near future a company's biggest point of contact with their customers will be thru a user interface (quote me on that).

No one navigates for the sake of navigating - unless you own a Ferrari.

- rp