The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.

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

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.

...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.

A bad website is like a grumpy salesperson.

Compared to 1999...we cannot quite declare victory, but we can declare progress.

The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.