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.

On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave. Note a pattern here?

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.

Information Overload = "information pollution"

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.

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