We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning, of learning and practice it takes to be skilled at even the most fundamental of human activities: eating, walking, talking, reading, and writing. It is tempting to want instant gratification - immediate expert performance and experiential pleasure - but the truth is that this primarily occurs only after considerable amounts of accretion and tuning.

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.

The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.

Market segmentation s a natural result of the vast differences among people

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

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

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.