“Designers know too much about their product to be objective judges: the features they have come to love and prefer may not be understood or preferred by the future customers.”

“We see a lot of feature-driven product design in which the cost of features is not properly accounted. Features can have a negative value to customers because they make the products more difficult to understand and use. We are finding that people like products that just work. It turns out that designs that just work are much harder to produce that designs that assemble long lists of features.”

“Most people can’t stomach silence; it provides too much opportunity to think about things they prefer to avoid.”

“I prefer peace, but if trouble must come, let it be in my time that my children may know peace.”

“Good writers have two things in common: they prefer to be understood rather than admired; and they do not write for knowing and over-acute readers.”

“The lie is the future, one may venture to say [...]. To tell the truth is, on the contrary, to say what is or what will have been and it would instead prefer the past.”