No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.

The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

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.

If you think the products don't match what you want from a product, don't buy it.

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

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.