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.

Three Tips: Simplify, Simplify, Simplify.

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

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.

...pay attention to what users do, not what they say.

Designers are not users.

The best Web sites are better than Reality.