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

Users are not designers.

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

...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.

Inadequate use of usability engineering methods in software development projects have been estimated to cost the US economy about $30 billion per year in lost productivity.

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