“Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.” - Jakob Nielsen

Read Jakob’s article “The Myth of the Genius Designer” here

“Design is about humans creating great works that help or improve the lives of other humans, often in profound ways, and often in ways that are quite small and go unnoticed” - Garr Reynolds

Read Garr’s article here

“Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do, they don’t have your expectations or assumptions. If they did, they wouldn’t be your customers; they’d be your competitors.” - Mike Kuniavsky of Adaptive Path

“While market researchers describe how the world is, creative people describe how it could be. Their thinking is often so fresh that they zag even when they should zig. But without fresh thinking, there’s no chance of magic” - The Brand Gap by Marty Neumeier

Check out Marty’s book The Brand Gap. Great quick read to understand branding and its power

“Ultimately, by incorporating your brand into people’s everyday lives, you are given an amazing opportunity to drive home the message that your company is not just routine, but exceptional” - The Starbucks Experience by Joseph A. Michelli

Check out the book The Starbucks Experience. I highly recommend it as an example of a company that focuses on excellent customer experiences.