Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

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

Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.

Will robot teachers replace human teachers? No, but they can complement them. Moreover, the could be sufficient in situations where there is no alternative––to enable learning while traveling, or while in remote locations, or when one wishes to study a topic for which there is not easy access to teachers. Robot teachers will help make lifelong learning a practicality. They can make it possible to learn no matter where one is in the world, no matter the time of day. Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

Our information lives will be better served when we are free to get to our information from wherever we are, with any device available.

Beauty and brains, pleasure and usability - they should go hand in hand.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.