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

Scientists are always skeptics.

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

It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format

We expert teachers know that motivation and emotional impact are what matter.

Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.

In my opinion, no single design is apt to be optimal for everyone.