People have to want to change before there's any chance of helping them do so.

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.

Users are not designers.

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.

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.

At most project meetings, everyone has a seat at the table except the poor victims who will have to operate the technology.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.