Here’s a great vlog by Jim Everett on how effectively Starbucks employs audience-centred writing. Jim’s writing and speaking exemplify the best of web usability in itself.
"I have personally learned a lot working with you and have very much appreciated having you around for the past year on our team—your final gift—you have articulated exactly the environment I strive for creating as a professional: Relaxed Productivity! I love it! That’s going to be my new mantra."