In this tough-love session from WebExpo 2025, Joe Natoli delivered a hard-hitting talk titled “Think like a leader: 10 things UXers should stop (and start) doing to reclaim their power.” As a UX consultant with nearly three decades of experience, Joe shared why so many practitioners feel sidelined and what to do about it.
The current state of UX professionals
Joe opened by naming the frustration many UX folks carry. “Designers, product designers, UXers feel marginalised to very different degrees,” he said. “They feel like there is a lone voice of sanity in a corporate organisation.” That isolation often comes from being left out of strategic discussions entirely, which quickly leads to a loss of confidence and power.
Joe also articulated the reality that “users did not decide to hire you. A business did.” Your role exists because the organisation needs you. Understanding this reality is the starting point for building influence inside any company.
Understanding the game and its rules
Joe compared corporate life to entering a game with its own logic. Some rules help you. Others block you. Either way, knowing how decisions are made, who holds power and what the business values gives UX professionals the context they need to operate effectively.
He encouraged attendees to look beyond their immediate UX tasks and pay attention to the organisation’s broader goals. He insisted, “If you care about the work you do… you’ve got to learn the rules of this game in order to transcend them.” For anyone aiming to thrive in UX, learning to navigate the corporate landscape is non-negotiable.
The importance of leadership and influence
Joe drew a clear line between authority and leadership. “A boss is up high going, you and you, go do this. A leader is down in the trenches with you.” He emphasised that true leadership emerges from collaboration, empathy, and shared effort rather than authority. Encouraging UX professionals to adopt a leadership mindset, Joe stated, “What I’m here to tell you is that that power does not come from title or position, it comes from influence.”
This concept of influence rather than authority is pivotal for UX professionals eager to be recognised in their organisations. Joe details specific actions that can help reclaim power: “Stop waiting for an invitation. Start inviting yourself.” He encouraged attendees to proactively seek out strategic discussions, navigating corporate structures rather than passively waiting for inclusion.
Celebrating accomplishments and building relationships
Joe reminded attendees that visibility rarely happens by accident. “If no one else is going to sing your praises, you have to.” He recommended hosting regular internal presentations, quick updates and clear summaries of results to help colleagues understand the value of UX. This is not self promotion for its own sake. It helps the business see what UX contributes.
Moreover, he stressed the importance of fostering relationships with stakeholders, urging professionals to “start talking about other people” rather than solely focusing on their own work. He stated, “You have to make it painfully obvious that you care about them and what they need.” This empathetic approach not only builds trust but also positions UX professionals as integral contributors to the wider team.
Talk business, not only UX
Throughout the session, Joe prompted attendees to reframe the way they communicate their work. “Stop pitching UX improvements. Start pitching business outcomes,” he advised. Sharing a relevant anecdote, Joe described a meeting in which two product designers failed to articulate how their proposed changes could lead to cost reductions. “They [were] saying all the right things… But the CFO… said, ‘I need you to tell me why I said give a single shit about anything you just said to me.'” The lesson here is clear: aligning UX efforts with measurable business outcomes is paramount.
Joe’s insights culminated in a call to action for all UX professionals to stop wishing for change to occur and to start embodying that change themselves. He summarised, “Deal with what is,” emphasising that self-empowerment lies in the hands of the individual.
Looking towards the future
Joe closed with a call to stay adaptable in a field that shifts constantly. He quoted Bruce Lee: “Be like water, making its way through the cracks.” Adaptability is not a personality trait. It is a deliberate approach to reclaiming power. UX professionals who stay flexible, intentional and proactive position themselves to lead rather than react.
Anyone who wants to relive Joe’s punchy presentation or pick up a few extra truth-bombs can find the video recording and slides below.