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

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.

It does not matter how awesome your product is or your presentation or your post. Your awesome thing matters ONLY to the extent that it serves the user's ability to be a little more awesome.

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.

The secret to building great products is not creating awesome features, it's to make your users awesome.