One of my favourite talks at Webstock last week was by Kim Goodwin, from PatientsLikeUs.
She spoke about the idea that real user experience is a reflection of an organisation's values – the ones they act on, not just the ones they claim.
It's important to figure out what those values are, bring them to the surface, and then market them.
It got me thinking a lot about how we can translate business values onto our sites.
You can see some of Kim's thoughts in this slideshare. It's not the same presentation that she gave at Webstock, but it's along the same lines and is well worth a watch.