I particularly like this example:

The people who designed the bike talk about what the bike can do, but the rider wants to find out what she can do. In the former vocabulary: “We give you 20 gears.” In the latter vocabulary: “I’ve decided to bike to work twice a week, but I fear the pain of getting up that steep hill on the way there.” If the bike company were smart, they’d be talking about making it easier to get up hills while commuting to work, or suggesting alternate routes or techniques so that you’ll arrive at the office without needing a shower and a nap.

This is great stuff and I’m sure some of the analogies used by Indi could help promote a User Centred Design mentality among web, product and customer service teams.