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

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.

Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer things to confuse users, less risk of user errors, less description and documentation, and therefore simpler Help content. Removing any one feature automatically increases the usability of the remaining ones.

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

The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.

Three Tips: Simplify, Simplify, Simplify.