Excluding People Isn’t a Creative Choice. It’s a Strategic Mistake.

Revenue Rehab

This week on Revenue Rehab, Brandi Starr is joined by Maxwell Ivey, internationally known as the Blind Blogger and an expert in accessibility education, who believes “Accessibility isn’t charity—it’s untapped market access,” and he’s ready to prove it. In this episode, Maxwell dismantles the common industry belief that accessibility is a mere “nice-to-have,” arguing that overlooking people with disabilities is a costly, strategic mistake that hands revenue directly to competitors. Drawing on data, buyer journey insights, and firsthand stories, he exposes how accessible marketing drives greater loyalty, expands market reach, and can directly boost revenue for B2B leaders. Will Maxwell’s bold challenge reshape your approach to inclusion—or do you still think accessibility is optional? Join the debate!

Episode Type

Problem Solving: Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: “Inclusivity” Is Just Empty Jargon [02:45]

Maxwell Ivey boldly claims that the word “inclusive” is an overused, misleading buzzword that allows companies to feel good without doing the work of true accessibility. He states, “It allows a lot of people to feel like they are doing the right thing…without actually taking action,” directly challenging revenue leaders to move beyond declarations and toward measurable accessibility changes. Brandi Starr agrees that the term is often empty, setting the stage for a debate on what genuine inclusivity should look like in B2B marketing and customer experience.

Topic #2: Accessibility Isn’t Charity, It’s a Market Advantage [04:29]

Ivey confronts the myth that accessibility is just altruism or only benefits a niche group, arguing, “Accessibility isn’t charity, it’s market access.” He emphasizes the significant, loyal purchasing power of people with disabilities—estimated at $3.5-4 trillion annually—and reveals that inaccessible marketing directly costs businesses revenue, saying, “you are walking away from revenue and your competitors are happy to pick it up.” This challenges conventional thinking by reframing accessibility as a core business growth lever, not a compliance box to check.

Topic #3: Accessibility Enhancements Benefit All Buyers [06:09]

Ivey dismantles the belief that accessibility improvements are only for the disabled, stressing that accessible design actually improves user experience for everyone—including those browsing in poor lighting, on mobile devices, or with age-related challenges. Concrete tactics like simplifying website navigation, keyboard-first design, and minimizing distractions are highlighted as universally beneficial. He argues, “A lot of things that you will do to improve accessibility will improve the user experience of all your other customers who don’t have a disability,” pushing revenue leaders to rethink accessibility as a competitive differentiator rather than a narrow accommodation.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “I think I’d like to get rid of the word inclusive because it’s such a vague word, it doesn’t really get to the heart of the matter. It allows a lot of people to feel like they are doing the right thing for their business or for people with disabilities without actually taking action, without really empathizing with the needs of this huge market of highly loyal consumers. And it allows them just to avoid the hard conversations, to avoid the time and effort. Although it isn't really a lot of time and effort in most people’s cases. But by saying that they’re inclusive, it allows them to feel good about themselves, but it doesn’t necessarily mean that they’ve done the work.” – Maxwell Ivey

Why It Fails: Using “inclusive” as a buzzword lets companies check a box without making real changes. This superficial approach fails to address the specific needs of people with disabilities, meaning businesses miss out on both a substantial market opportunity and true accessibility. Ultimately, it leads to lost revenue and leaves the door open for competitors who genuinely address accessibility.

The Smarter Alternative: Companies should move beyond vague commitments and take concrete, tactical actions to improve accessibility. Maxwell recommends focusing on simplifying user journeys, prioritizing keyboard navigation, and designing with a minimalist, distraction-free mindset. These measures not only support people with disabilities but also improve usability and satisfaction for all customers, driving better business outcomes.

The Most Damaging Myth

The Myth: “I don’t have customers who with disabilities or if I have them, they do not have the funds to buy from me. And the other is that when I create for accessibility, I am only creating for people with disabilities.” – Maxwell Ivey

Why It’s Wrong: These beliefs are harmful because they severely underestimate both the size and purchasing power of the disability community. As Maxwell points out, designing for accessibility benefits everyone—not just people with disabilities—by improving the user experience for all. Additionally, the market of people with disabilities is large, loyal, and influential; dismissing their needs means leaving significant revenue and word-of-mouth opportunity on the table.

What Companies Should Do Instead: Recognize accessibility as market access, not charity or a compliance checkbox. Design campaigns, content, and customer experiences for everyone, understanding that accessibility improvements often enhance usability and satisfaction for all users—leading to broader engagement, higher revenues, and stronger brand loyalty.

Buzzword Banishment

Maxwell’s buzzword to banish is "inclusive." He dislikes this term because it is vague and allows companies to feel self-satisfied without taking meaningful action to address the needs of people with disabilities. Maxwell argues that saying you're "inclusive" often substitutes for real empathy or necessary changes, enabling businesses to avoid hard conversations and practical improvements, rather than genuinely supporting a large and loyal market segment.

Links:

• LinkedIn: https://www.linkedin.com/in/maxwellivey

• Facebook: https://www.facebook.com/maxwellivey

• YouTube: https://www.youtube.com/maxwellivey

• Podcast: https://podcasts.apple.com/us/podcast/the-accessibility-advantage/id1740242884

• Website: https://www.theaccessibilityadvantage.com

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