Here is some big news: UX strategy is not UI strategy. This must be big news since the two seem identical in how they are practiced. There seems to be a fundamental flaw in our ability to make a difference between UX practice and UI practice.
However, there does not seem to be a shortage of differences between defining the two that is covered and almost written to death (so I won’t cover it here if you are interested in that wikipedia is a fun to place to start). Yet when the rubber meets the road, most strategists, designers, usability engineers and other nefarious UX practitioners like me, explain a process that looks awfully similar to UI design best practices anno 1989.