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Re:14 years ago: the day Teller gave me the secret to my car... by jonathanmoore on Wednesday February 15, 2012 @05:25PM (#3596429)
Add to the list...

* Surprise users.

A perfect complement to this article is the short film "Resonance - a film about design strategy" by Continuum. http://jonathanmoore.com/post/129160860/resonance

“Sometimes the user needs are to be surprised and delighted. And they can’t tell us how to surprise and delight them, that has to come from us.”

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