Kreitzberg, Charles B.Shneiderman, BenA management oriented essay on how to promote usability in organizations. It begins with crafting the message (Good usability is good business). Then it deals with creating a cultural shift in information technology and software engineering departments, so that the impact of poor design and the benefits of improvements are widely understood. It closes with an eight-step call to action. Keywords: usability, technology fluency, user-centered design, software engineering (Also cross-referenced as UMIACS-TR-2000-70)en-USTechnical Report