Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

To me, error analysis is the sweet spot for improvement.

Everyday people are not very good designers.

Beauty and brains, pleasure and usability - they should go hand in hand.

User-centered design means working with your users all throughout the project.

Market segmentation s a natural result of the vast differences among people.

Sure, one can always get the students to relax and be happy - entertained, but although being laid back and relax can also lead to creativity, mostly it means that nothing much gets done.

Our information lives will be better served when we are free to get to our information from wherever we are, with any device available.

I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function.

And to get real work experience, you need a job, and most jobs will require you to have had either real work experience or a graduate degree.

AS for all those mistakes I make - they are on purpose - to teach you how to deal with them.

Knowing how people will use something is essential.

I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in.

Readers always seem to think that the author has some control over the design of their books.

You won't catch me giving clear lectures.

If you think the products don't match what you want from a product, don't buy it.

A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment?

The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

Scientists are always skeptics.

I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.

It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format.

Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that.

In my opinion, no single design is apt to be optimal for everyone.

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

We expert teachers know that motivation and emotional impact are what matter.

So what does a good teacher do? Create tension - but just the right amount.

Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone.

I believe that robots should only have faces if they truly need them.

I prefer design by experts - by people who know what they are doing.

As for all those mistakes I make - they are on purpose - to teach you how to deal with them.

Academics get paid for being clever, not for being right.

Be dramatically willing to focus on the customer at all costs, even at the cost of obsoleting your own stuff.

I never trust an executive who tends to pass the buck. Nor would I want to deal with him as a customer or a supplier.

All business success rests on something labeled a sale, which at least momentarily weds company and customer.

As regards this country, in which protection has always to some extent existed, it is the best customer that England ever had, and our demands upon her grow most steadily and regularly under protection.

You must never actually cheat the customer, even if you can. You must make her happy and satisfied, so she will come back.

The purpose of a business is to create a customer.

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.

Courteous treatment will make a customer a walking advertisement.

And our size: The company this year is going to be close to $50 billion, so if that's the case and you can continue to grow that fast, I would rather put my energies to solving customer problems and growing our business than worrying about integrating and laying people off.

Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.

You have got to have discipline and focus - on the customer and how you run the business.

We will ensure that associates continue to possess unsurpassed product knowledge and maintain their dedication to customer service and respect for their colleagues and for the communities in which they work and live.

Pager companies are very much looking to provide new services to help them regain some of their customer base.

Firms need to ensure that their ability to provide effective customer service keeps pace with their growth. If you're marketing your firm to new customers, you better be able to provide them service when they do business with you.

Even if someone is already in your market space, ask yourself whether you can approach it from a different angle and thereby secure your own customer base.

At a car dealership, the person who sells the car is the hero, and also gets the commission. But if the mechanics don't service that car well, the customer won't return.

This year I hope to introduce legislation that would require Power Administrations to list direct and indirect costs associated with ESA compliance as a line item on customer's power bills.

If you make the customer a promise... make sure you deliver it.