Flawed usability techniques

“Take a design… Put it in front of users. Change anything that doesn’t work. Repeat.” According to Jared Spool, customers don’t care about usability and design, it seems they are more interested in increased revenue and getting more business. He thinks that the techniques usability professionals use are “deeply flawed” and rather than follow design guidelines, we should concentrate more on an iterative approach, which to a large extent I agree.