Rather than declare your intention to create a usable product, spend your time on statements that describe the specific notes you hope to hit. Aiming for user-friendliness alone results in a usable product, not a compelling one. Compelling design comes from crafting the moments.
In the emerging, highly programmed landscape ahead, you will either create the software or you will be the software. It’s really that simple: Program, or be programmed. Choose the former, and you gain access to the control panel of civilization. Choose the latter, and it could be the last real choice you get to make.
For me the absurdity of the situation became inescapable in the fall of 2002, when one of the most ancient and venerable staples of human life abruptly disappeared from the American dinner table. I’m talking of course about bread. Virtually overnight, Americans changed the way they eat. A collective spasm of what can only be described as carbophobia seized the country, supplanting an era of national lipophobia dating to the Carter administration.