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

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.

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

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

To me, error analysis is the sweet spot for improvement.

Knowing how people will use something is essential

Attractive things work better.