Some good content here, but in an article about writing how could you have so many copyedits, poor grammar, and mistakes?
The opening sentence is wrong. “Brands” = “brand’s”
Was there no one proofreading this? Shouldn’t that be part of the lesson of UX writing is make sure you’re actually using proper grammar/language, too?
It’s a turn-off to pro writers and lessens the value if it seems like the writer/SME isn’t capable of basic grammar rules or proofreading. Sorry, but it’s true.