Must be conducting user testing. No excuses!
Great article Jonathan.
I wanted to add that cloud technologies and innovative research methods make it extremely cost-effective and agile to conduct remote user testing for both websites and mobile apps. It used to be expensive and time consuming, but not anymore. So there's no excuses. 'UX mature' Enterprises and startups make UX research and usability testing a priority and a standard practice within their product dev life cycle. They also test and experiment early and frequently, rather than once a year or so. Big trend in Agile methodology.
Finally, we're now in an era where great UX and usability results in greater financial performance. That's why C-level execs are starting to really pay attention to CX and UX.