A computer shall not harm your work or, through inaction, allow your work to come to harm.

If our field is "to advance", we must - without displacing creativity and aesthetics - make sure our terminology is clear.

If I am correct, the use of a product based on modelessness and monoty would soon become so habitual as to be nearly addictive, leading to a user population devoted to and loyal to the product.

When you have to choose among methods, your locus of attention is drawn from the task and temporarily becomes the decision itself.

As far as the customer is concerned, the interface is the product.

I hate mice. The mouse involves you in arm motions that slow you down. I didn't want it on the Macintosh, but Jobs insisted. In those days, what he said went, good idea or not.

Once the product's task is known, design the interface first; then implement to the interface design.