“Happy talk must die”

“Your guess [about the future of technology] is as good as mine. The only thing I'm sure of is (a) most of the predictions I hear are almost certainly wrong, and (b) the things that will turn out to be important will come as a surprise, even though in hindsight they'll seem perfectly obvious.”

“If there's one thing you learn by working on a lot of different Web sites, it's that almost any design idea--no matter how appallingly bad--can be made usable in the right circumstances, with enough effort.”

“When fixing problems, always do the least you can.”

“Don't make me think”

“Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.”

“In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.”