The Sixth W Manifesto

1. There are no users and customers. There are people, with their wishes, their fears, their own stories.

2. People express at any moment in time what they wish, live, fear. Listening is enough.

3. Listening to people means reaching out to them in every situation and place.

4. Listening to people means asking them what makes an experience useful, enjoyable and natural.

5. Listening to people means understanding and comprehending what they express with their whole being. Words, gazes, emotions.

6. People, after all, do know what they want. Just ask them and watch them. It’s simple, but not easy. Better do it now.

7. Designing experiences with people from the very beginning is useful, beautiful and fulfilling: for those who design them and for those who live them.

8. Those who design can immediately take the right direction, waste no time or resources, create more effective messages, better products and services.

9. Those who live a new experience, will find it simple, natural and rewarding: up to their expectations.

10. Simple when you are not forced to ask yourself too many questions. Natural when you live it spontaneously. Rewarding when it makes you happy and satisfied.

11. Listening and watching is not easy. But now we know something more about people: the way they think, what moves them, what makes them feel better.

12. We can read into wishes and behaviours drawing on the many sciences that go into the human in depth.

13. Talking to people continues until they will say that the message, the product, the service is exactly what they expect, and even more.

14. In a world overloaded by so many bits of information and moving at an hectic pace, doing things more easily and naturally makes us feel better.

15. Enabling people to do things more easily and naturally is also good for those who design and create them. When satisfied people become more loyal.

16. Everyone has the right to know how to design and create useful, enjoyable and natural experiences. That makes things easier and brings beauty into everyday life.

17. We should all have open places where to learn how to create better experiences for everyone. Where to live and read opinions, behaviours and feelings.

18. Designing and creating with people from the beginning is a leap that requires momentum and belief, cooperation and dissemination by many.

19. Who, What, Where, When, Why: something essential is missing from the essential elements of every good project. The sixth W.

20. The sixth W is With. “With” means together. With people. With researchers. With companies and institutions.

Christian Carniato, CEO and Founder TSW