ACM Interactions

Authors:
Donald Norman

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You have to believe that whatever work you are doing is the most important activity in the whole world—at least if you want to be good at what you do, and enjoy it. That's the philosophy I have always preached—and followed. If you don't believe that what you are doing is the most important thing, why are you doing it? Designing a product requires many skills, and it is the rare individual who has them all. Design is, therefore, an exercise in teamwork, where each of the members brings in different skills, attitudes, and values. And each thinks their…

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