...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.

Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both in terms of their connections with users and in terms of each visit's commercial value.

Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it. Host free pirated movies and users will flock to the site, even if it's difficult to use.

Good information architecture makes users less alienated and suppressed by technology. It simultaneously increases human satisfaction and your company's profits. Very few jobs allow you to do both at the same time, so enjoy.

What we learned is money doesn't grow on trees.

In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource.