John S. Rhodes cannot fly. However, he is the founder and principal of Oristus, a consulting organization that is focused on solving the problems that people experience with technology. He also runs WebWord, which is one of the oldest and best known blogs on usability. In his spare time, John runs marathons, juggles flaming objects, and travels around the globe. Throw him an email at email@example.com, if you want.
Assume that you are in charge of a development project and you have about $10,000 to spend on usability. What is the best way to use the money? What is the right thing to do for the organization? What will be best for customers?