(...though it can lead to extraordinary results.)

The fact that you can get a group of professionals, like engineers, who stereotypically can have the tendency to be singularly, rationally focused, to start thinking in terms of personal experience, emotion, and storytelling as being of primary importance in creating human-centered products is amazing. But, it is less about the invention of a new profession or discipline and more about teaching these people (and I include myself) to think about the world the way most of humanity has thought throughout the arc of time.