Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.

It was always amusing to be inside Apple and read what journalists said we were doing

If you're more susceptible to interruption, you do more out of the box thinking.

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.

Scientists are always skeptics.

So what does a good teacher do? Create tension - but just the right amount.