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- quote from project manager about the cool stuff they can now do in v2
The moral of our story
In our experience, Lest you think this is a straw-man example, over the years we've seen an astonishing number of websites are created using Tom’s genius method (or something very close to it). The Toms of the design world may be talented, but they are often curiously reluctant to use empirical tools to test their designs before the website ships. And the odds of them getting everything right the first time are very low. That translates into a high risk for the organization.
Geniuses do have great ideas (that’s why they’re geniuses) but they also tend to think that all their ideas are good. Geniuses are also hard to find, sometimes hard to work with, and usually expensive. And they don’t usually come with guarantees.
On the other hand, designers like Maria who use empirical tools to improve their work lower the risk of delivering a poor experience for mistakes to users. By testing their ideas before the website is finished (or even before it’s started), they can see what works and what doesn’t for the site’s intended audiences. Instead of doing “genius design”, they’re doing “user-centered” design.
It doesn’t take a genius We don't have to be geniuses to recommend the latter approach. 
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