The payoff of a customer-centric approach to software and digital product design is substantial and long-lasting for both companies and their customers.

If we want users to like our software, we should design it to behave like a likeable person.

Design is not so much a design issue as a power struggle.

There's a fundamental problem with how the software business does things. We're asking people who are masters of hard-edged technology to design the soft, human side of software as well. As a result, they make products that are really cool - if you happen to be a software engineer.

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When we license this we're going to look for reputable, substantial companies,