Having the best product means nothing if the people won't buy it.

I prefer design by experts - by people who know what they are doing

In the university, professors make up artificial problems. In the real world, the problems do not come in nice, neat packages. They have to be discovered.

If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.

Readers always seem to think that the author has some control over the design of their books.