About a month ago I came across the video below from Susan Weinschenk on Persuasion, Emotion and Trust. It's an excellent video, and I recommend taking a look at the The ROI of User Experience as well. They're both great examples of how to explain a concept with both clarity and authority.
This has tied in with my realisation that it's not just about usability any more (although it is still a key principle and there are still a lot of companies not getting it right).
In order to get customers to use a service they need to be able to do more than just find what they're looking for. They need to have a reason to go a step further, and they need to have a positive experience in order to come back again.
