Bill Scott

Before reinventing the wheel, you have to understand the value (time, effort, knowledge) that went into what you are trying to disrupt and innovate.

… advanced (no more flash!). But what I mean about that is — nothing has changed in human behaviour. We will always want the principle “don’t make me think” applied to any type of product we interact (whether it is a microwave, tv, smartphone or car).

The human brain’s capacity doesn’t change from one year to the next, so the insights from studying human behaviour have a very long shelf life. What was difficult for user twenty years ago continues to be difficult today — J. Nielsen