On the Web, all advantages are temporary, and you must keep innovating to stay ahead

The best Web sites are better than Reality.

Windows '98 is so similar to Windows '95 because Apple hasn't invented anything worth copying since 1995.

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

Designers are not users.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.

The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away.