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  • #1
    “You cannot change what you do not measure and you should not measure what you will not change.”
    Eric T Peterson

  • #2
    Rudyard Kipling
    “I keep six honest serving men (they taught me all i knew); Theirs names are What and Why and When And How And Where and Who.”
    Rudyard Kipling

  • #3
    Martin Lindstrom
    “When we brand things, our brains perceive them as more special and valuable than they actually are.”
    Martin Lindstrom, Buyology: Truth and Lies About Why We Buy and the New Science of Desire

  • #4
    Steve Krug
    “When fixing problems, always do the least you can.”
    Steve Krug, Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems

  • #5
    “You can't manage what you don't measure.”
    Brent Dykes, Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business

  • #6
    Peter Morville
    “The journey transforms the destination.”
    Peter Morville, Ambient Findability: What We Find Changes Who We Become

  • #7
    Donald A. Norman
    “Principles of design:
    1. Use both knowledge in the world and knowledge in the head.
    2. Simplify the structure of tasks.
    3. Make things visible: bridge gulfs between Execution and Evaluation.
    4. Get the mappings right.
    5. Exploit the power of constraints.
    6. Design for error.
    7. When all else fails, standardize.”
    Donald A. Norman, The Design of Everyday Things

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