To be honest, I bring up Apple when explaining what I do all the time.
It is easy for people to relate to. They know that Apple did SOMETHING right in the design of the first iPhone,
so, it is a decent way to offer even footing. Apple is KNOWN for selling design. For many people, the iOS is a much more intuitive and easy-to-learn OS. With that being said, it is a little uncreative if you have had time to actually put a presentation together. There are so many clever ways to explain design.
That is the heart of the argument, right there. All companies are made up of people with different backgrounds. Every person in the company knows the value of their own skillset, but assumes the value of all skillsets that they haven't had direct experience with. That is why most organizations go through stages of UX maturity. It IS part of our job as UX designers to help these stages along, by catching everyone up to "the know" of why UX is crucial. It doesn't happen overnight.
Steve Krug, amongst many other authors, I am sure, promotes the usability tests a chance to get everyone in the same (observation) room. Everyone cares about the product, right? It suddenly becomes clear that the product is meant to be used by real people, as opposed to theoretical ones, and that designing for those people is crucial. I think that is one of the truly clever ways of showing people what we do. It becomes much clearer to everyone what UX design is all about, after that.