xi ;;Quote: writing and rewriting are the constant search for what one is saying

xii ;;Quote: a software designer must think like a communicator and not just an engineer

36 ;;Quote: the user always knows something about an application; a good designer/communicator leverages that knowledge

53 ;;Quote: a salesman allies fear, uncertainty, and doubt through rapport with customers, understanding their concerns, and alleviating their fears

69 ;;Quote: for an auto-dial telephone, a bank-shift key is better than a bank select key

70 ;;Quote: people are better at recognizing things than recalling them; e.g., writing vocabulary of 10,000 words vs. reading vocabulary of 50,000 words

98 ;;Quote: while brevity is good, should not eliminate expressive words

103 ;;Quote: a reformer has enemies who profit from the old order and only lukewarm defenders who might profit from the new

103 ;;Quote: accepting an innovation depends on ease of use, relative advantage, compatibility, trialability, and observability

104 ;;Quote: an innovation must have a clear advantage over the existing way of doing things

104 ;;Quote: a user interface can emphasize a product's advantage; e.g., Visi-Calc automatically recalculated after modifying a cell

105 ;;Quote: an innovation should minimize the changes that users perceive they need to make

106 ;;Quote: advertising increases the visibility of a product; makes people more likely to try something

106 ;;Quote: observability--a product should be interesting a point of sale, used where people will see it, and reveal its features to users

107 ;;Quote: the rate of adoption of an innovation depends on--perception of--ease of use, relative advantage, compatibility, and trialability

180 ;;Quote: a story sketch should show the character, attitude, feelings, ... as well as telling the story; should convey excitement

181 ;;Quote: animators make a story reel showing unanimated sketches; slowly changed into the finished product

182 ;;Quote: when Disney made a carton, it was never too late to make a change

184 ;;Quote: when Disney finished a cartoon, the whole staff went to the movie theater to see how audiences liked it