This paper outlines and compares three basic approaches to the delivery of ergonomics/human factors expertise, provides examples of each, and examines the different marketing strategies used to promote each approach successfully. The position of ergonomics/human factors as one of a number of often conflicting business factors is considered and strategies outlined aimed at ensuring user and task issues an equal status in real-world business trade-offs. A procedural, tailorable and context-specific approach is advocated as the most effective way forward. In this role, the ergonomics/human factors expert acts principally as an enabler in assisting clients to reach largely self-generated solutions through the development and implementation of suitable tools and methodologies. These are designed primarily for use by the clients themselves, the practitioner acting as tool-developer, process-coordinator and analyst as required. Lastly, the use of external professional expertise is advocated to assist in the development of marketing and promotional material#x2014;ergonomists and human factors experts must recognize their own limitations too.
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