book quotes

  • Exploration almost never results in a single plan, but rather exposes several alternatives that are promising enough for serious consideration. Evaluation of alternatives typically occurs “on paper” before an artifact is produced. Once an artifact has been produced, there is almost always an evaluation through testing by the user. Users are clearly best at assessing, through their own experience, whether an artifact actually closes the sensed gap in their experience.

    — Design: Creation of Artifacts in Society by Karl Ulrich

  • The key is to understand how intuition—specifically, informed intuition—actually works. Unlike numerical analysis, it does not rely on processing a statistically significant sample of data in order to achieve a given level of confidence. Rather, it involves conclusions based on isolating a few high-quality images—really, data fragments—that it takes to be archetypes of a broader and more complex reality. These images simply stand out from the swarm of mental material that rattles around in our heads. They are the ones that are memorable. So the first rule of working with an image is: If you can’t remember it, don’t try, because it’s not worth it. Or, to put this in the positive form: Only work with memorable images.

    — Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore

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