The Drug Dealer Problem
in Software Development
“You know, the only other people in the world who refer to their customers as ‘users’ are drug dealers.”
SAP conference, packed auditorium. The CEO drops this line and the room erupts in laughter.
I laughed too.
20 years later? That comment still haunts me.
Because he was absolutely right.
The Problem with “Users”
We use “users” everywhere in software. UX. User stories. User journeys. User adoption.
But here’s what that word really does: It turns people into units. Inputs. Clicks. Data.
A “user” isn’t a mother trying to understand how to navigate the youth justice system.
A “user” isn’t a small business owner paying tax.
A “user” isn’t a nurse reporting an incident.
A user is just… someone in the system.
And once that’s how we see them, it’s no surprise the systems we build stop serving them.
What 30+ Years in Software Taught Me
Here’s what I’ve learned over the past three decades in the “software game”:
- Don’t fix software. Fix the outcomes that matter.
- Don’t start with “user journeys.” Start with what has to happen.
- Don’t solve for “user friction.” Solve real problems.
The Critical Difference
Most companies ask: “How can we make this easier for users?”
I ask: “What does this person actually need to accomplish, and how do we make THAT happen?”
The difference is stark:
One creates prettier interfaces around broken processes.
The other creates working solutions for real people.
The Challenge
Your move, software industry.
Stop calling them users. Start seeing them as people.
The systems you build will never be the same.
What’s Your Take?
Are we too comfortable with dehumanising language in business? How does the language we use shape the solutions we create?
