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

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

" E-mail is the most influential application ever to appear on a personal computer, and it remains sadly deficient. "

" We're building what I call 'software apartheid.' We're in the process of creating a divided society: those who can use technology on one side, and those who can't on the other. And it happens to divide neatly along economic lines. "

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

" What Microsoft is really good at is endlessly iterating and revving - incrementally improving things that already exist - and those things that already exist are generally acquired from the outside. "

" Reducing a product's definition to a list of features and functions ignores the real opportunity - orchestrating technological capability to serve human needs and goals. "

" I think the phrase 'computer-literate' is an evil phrase. You don't have to be 'automobile-literate' to get along in this world. You don't have to be 'telephone-literate.' Why should you have to be 'computer-literate'? "

" A lot of people think, and Microsoft is happy to let them think, that all great things are invented by Microsoft. In fact, very, very little has been invented by Microsoft. "

" 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. "