Exploring how to make usability and accessibility a larger part of the everyday design strategy.
It's too easy when talking in a business context that usability and accessibility is only valuable to a very small portion of an audience.
It forces you to rethink and clean up your code, your content, and look at your page organization on a deeper lever. Which makes your website more clear, more friendly, more responsive, more eloquent... All of which dramatically improve the website for everyone! And as a sweet bonus, the people with motor-skills issues, hearing and vision impairments, etc. can all join the party.
Too many people are talking as if accessibility and usability are only fringe benefits or low-priority problems... That's a load of crap!