An Architect's Non-Technical Technical Challenge

When designing new computer systems (as least for businesses) I believe that most significant challenge for an architect is to match up the correct technical solution with the non-technical users. Yes it is important to get the best ROI, TCO, address key decision makers' interests, and KNOW enough of the different technologies out there to meet the functional requirements. However, what really makes or breaks a new system is whether the PEOPLE embrace it. We all know that change is uncomfortable and difficult for most to overcome but it is even more challenging when you mix techno-phobia into it. Trying to understand the person as well as the problem is very important. I have often wondered if an Industrial Sociologist would be a good addition to a company like mine. We repeatedly sell, re-engineer, and transition different clients onto new business software systems (mainly ours). We are change specialist with most of our emphasis on technical expertise and much much less on people. [Please note, I am not bashing my current employer; this observation applies to every similar company I have encounter - regardless of whether I was on the payroll or not.]