Just make people better at something they want to be better at.

Upgrade your user, not your product. Value is less about the stuff and more about the stuff the stuff enables. Don't build better cameras - build better photographers.

We are all human, and caring about the way something looks and feels does not mean we're superficial--it means we're human. We don't need to exploit sex to recognize that a certain amount of sexiness is both pleasurable and natural.

Give users what they actually want, not what they say they want. And whatever you do, don't give them new features just because your competitors have them!

Make the right things easy and the wrong things hard to do.

The best user experiences are enchanting. They help the user enter an alternate reality, whether it's the world of making music, writing, sharing photos, coding, or managing a project.

Amazing, powerful, inspirational - those adjectives might make me sound like a fawning fan, but REWORK is that useful. Be prepared for a new feeling of clarity and motivation.