I was in the elevator with someone from our college grants office and a colleague who does research on medical devices and human factors (and is currently teaching a seminar on the topic).
She asked my colleague, “what does psychology have to do with medical equipment?”
After giving her a few sentences about the importance of understanding user capabilities and limitations, she seemed unimpressed and unconvinced 🙂
If you have a more convincing elevator speech for human factors/usability, please chime in! Peter from the daily human factor had a post on this topic last month.