Well - it depends what he defines as "our field". The author David Leib has an engineering and MBA background. This stuff is "duh" levels of old hat to folk wi

Well - it depends what he defines as "our field". The author David Leib has an engineering and MBA background. This stuff is "duh" levels of old hat to folk with any kind of cog psych background. Anybody who is vaguely competent and IA/IxD should understand the term and have it in their toolbox. This stuff is, unfortunately, rarely talked about and even more rarely taught to engineers and business folk.