A 5 minute Google search will find scores of articles and videos describing 'the end of UX'. A common feature of these pieces of content is the increasing rise of adjacent roles and specializations within the UX field. Ben and Felesia McDonald have a different perspective - UX is the foundation that has led to the rise of more opportunities for those in the UX field, and that as the importance of our roles increase within organizations, we need to become less defensive, and more collaborative with our non-UX colleagues.