The System Should Treat All User Input

As Far As The Customer Is Concerned, The Interface Is The Product.

Users Do Not Care About What Is Inside The Box, As Long As The Box Does What They Need Done.

If Our Field Is "to Advance", We Must - Without Displacing Creativity And Aesthetics - Make Sure Our Terminology Is Clear.

When You Have To Choose Among Methods, Your Locus Of Attention Is Drawn From The Task And Temporarily Becomes The Decision Itself.

Once The Product's Task Is Known, Design The Interface First; Then Implement To The Interface Design.