Is it down to Amazon to help you get your Alexa Skill discovered? Is it up to Google to send Google Assistant traffic your way? Or is it up to you, the developer or brand, to promote your wares and drive traffic yourself?

Discoverability is widely touted as one of the key challenges in the rise of voice adoption and usage. But what if it’s actually something else?

What if, the key to unlocking the VUI is psychological? What if it’s about changing our habitual usage of our phone? And, if so, is that the job of the big tech companies? Or are we all partly responsible?

Here’s a few thoughts on that.