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.

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

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.

To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.

The best Web sites are better than Reality.

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

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.