On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's the designer's fault.

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.

Information Overload = "information pollution"

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.

Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.

...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.

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