achieving this "common sense" among org is hard everybody (even people who have never heard the term UX before) has their view on what good UX is and thinks it's "common sense" too, only when these so-called obvious things get discussed what's the best UX look like? the problem is there are no definitive answers, what matters is a shared view among the team, so they don't have to fall into an endless debate loop and move forward on design decision