An unwritten assumption in VUI design is that minimizing the time callers spend in the IVR will result in improved caller satisfaction. In this session, we question this assumption and present evidence that suggests that the actual time callers spend resolving an issue is less important than their perception of whether they are making progress. Bolstered by studies from behavior sciences, we argue that designers should focus on minimizing the caller's perception of waiting and maximizing their sense of progress.