Jason Fried writes about a recent speaking gig:

But the one thing that really sold me on these folks is why they invited me to speak in the first place.

UIE professes a user testing and research driven methodology. We have a different point of view on how to build usable and useful products. Most folks who make their living on testing and research would not invite someone with a significantly different approach to speak directly to their customers. But UIE knows that different perspectives are ultimately good things for their customers.

Just like how Amazon lets their competitors sell against them on Amazon’s product pages, or how Progressive Insurance gives you the quotes for their competitors, UIE is a purveyor of valuable information, not just their information. I think that shows the mark of confidence and a genuine interest in helping people make good decisions. Shielding people from opinion because it’s not your opinion is petty and shallow. UIE is smart to avoid that tack. They know well rounded customers, a.k.a. informed shoppers, are ultimately better customers.

Jason is well known for his company’s Getting Real philosophy, a main tenet being that marketers should always design products not for their customers, but for themselves. That’s a stark contrast to the research-driven approach favored by UIE.

Both Jason and UIE have embraced their competition, however. They recognize that ideas aren’t always mutually exclusive, and having an in-depth knowledge of the competition fosters innovation and keeps you on your toes.