Sitater

Understand the structure

"The key to understanding the true meanings behind our actions is to understand the structure"
- Clotaire Rapaille, The Culture Code

Emotion to learn

"Emotion is the energy required to learn anything"
- Clotaire Rapaille, The Culture Code

Ignore what they say

“The first principle of the Culture Code [book] is that the only effective way to understand what people truly mean is to ignore what they say. This is not to suggest that people intentionally lie or misrepresent themselves. ... They simply reflect what people say, rather than what they mean.”
- Clotaire Rapaille, The Culture Code

Rike, positive og relevante assosiasjonstrukturer

"Sterke merkevarer som over tid har lykkes med å skape rike, positive og relevante assosiasjonsstrukturer i kundenes hukommelse, vil dermed velges på autopilot i kjøpssituasjonen"
- Bendik M. Samuelsen, Adrian Peretz og Lars E Olsen, ”Merkevareledelse på Norsk”, Kapittel 4: Psykologiske effekter av merkeverdi på kundene, side 43.

Markedsføring som strategisk initiativ

”På grunn av lovgiving og gjeldende regnskapsskikk, blir penger brukt til oppbygging av merkeverdi for det meste behandlet som kostnader i bedriftens resultatregnskap. Prinsipielt er dette feil! Utgifter til merkevarebygging bør behandles som en investering på lik linje med andre investeringer, noe som krever at de har en tilfredstillende avkastning iver tid. Det relevanre spørsmålet er således: Hvorfor skal man investere i merkeverdi? For å kunne svare på dette spørsmålet må vi først forstå hva det vil si å foreta en investering. Investeringer kan defineres som prosessen med å bruke ressurser (kapital, anleggsmidler, arbeidsinnsats) for å generere (fremtidigge) inntekter. Investeringer handler om å gjøre et utlegg i dag som man i ifremditden skal få tilbake med renter”
- Bendik M. Samuelsen, Adrian Peretz og Lars E Olsen, ”Merkevareledelse på Norsk”, Kapittel 4: Verdifastsettelse av merkevarer, side 65.

Etterrasjonaliseringens tidsalder

”Et interessant fenomen i vesten er at man som voksen fornekter det irrasjonelle. I den vestlige selvforståelsen skal det være rasjonelle grunner til bruk av produkter. Vi lever derfor i etterrasjonaliseringens tidsalder”
- Runar Døving, Merkevarer – 45 korreksjoner, ”Olas bukser”, 23.09.2005. p.205

Les SSB sine hjemmesider før du leser Ona fyr

”Var jeg leder i næringslivet ville jeg lest SSBs hjemmesider lenge før jeg ville tatt imot et råd fra en som tror vi lever i et drømmesamfunn eller påstår at folk ikke kjenner priser på de produktene som finnes i markedet”
- Runar Døving, Merkevarer – 45 korreksjoner, ”En guru i keiserens hoff”, 13.02.2003. p.140

Forbrukeren bestemmer... ikke

”En av de mest vittige mytene i markedstenkning er at ’det er forbrukeren som bestemmer’. Men både kremmere og forbruksforskere vet at merkevarer handler langt mer om tilgjengelighet en om folks preferanser”
- Runar Døving, Merkevarer – 45 korreksjoner, ”Drømmen om Parma”, 31.08.2005. p.57

Serendipity

”Online dictionaries replicate almost all the problems of print except for search ability. And when you improve search ability you actually take away the one advantage of print, which is serendipity. Serendipity is when you find things you weren’t looking for, because finding what you are looking for is so damn difficult.”
- Erin Mckean, http://www.ted.com/index.php/talks/view/id/161

The expressive and emotional language of the future

"We want to shift the whole design from the serious design language of the past to the very expressive and emotional language of the future."
- Ruth Pauli, Chief designer Colours and Trims, Ford, link

Upsetting people with added value

“There is something good about upsetting people, because it’s making an impact,” he says. But, he adds: “It’s not good if you only annoy people,” and you have to offer something of value.
- Jakob Nielsen, (http://www.guardian.co.uk/technology/2007/aug/09/guardianweeklytechnologysection.interviews)

The right design

"Focusing on usability will help you get the design right, but it won’t help you get the right design."
-Bill Buxton

Feelings MAKE buying decisions

“People rationalize buying decisions based on facts, but people make buying decisions based on feelings.”
- FutureNow inc. link

Not any simpler

"Things should be made as simple as possible, but not any simpler."
- Albert Einstein

Make it personal

"The reason PETA has had good success railing against fur coats is that they make it personal. The same way faith healers bring an impact to a room."
- Seth Godin

Million little things

"There is no ONE BIG THING, but rather a MILLION LITTLE THINGS."
- Jaffe Juice, on the new order of society

Employing artistic methods to visualize thinking and process

”Contrary to popular beliefs, designers are not artists. They employ artistic methods to visualize thinking and process, but, unlike artists, they work to solve a client’s problems, not present their own view of the world”
– Erik Speikermann

Clutter is a failure of design

"Clutter is a failure of design, not an attribute of information."
- Edward Tufte

Add detail

"To clarify, add detail."
- Edward Tufte

Picture it

"If I can't picture it I can't understand it"
- Albert Einstein

Problem solving

"I've been amazed at how often those outside the discipline of design assume htat what designers do is decoration. Good design is problem solving."
- Jeffrey Veen (2000)

We use visual signals to make snap decisions

"As human beings we use visual signals to make snap decisions. We are bombarded with information so we use crude filters to chunk the masses of information into managable bites. Biases, prejudices, correlations, stereotypes and approximations proxy for investigation and research. The taller candidate with the good hair becomes president."                         

- http://www.chrisg.com/how-packaging-plus-promotion-equals-profit/

Fun

"If it's not fun you're not doing it right."
- Fran Tarkenton

The transfer of emotion

"presentations are about the transfer of emotion not just facts"
- Seth Godin

Contribution

“We are about contribution, that’s what our job is … everyone was clear you contributed passion to the people in this room. Did you do it better than the next violinist, or did he do better than a pianist? I don’t care, because in contribution, there is no better!”
- Bill Zander

Nobody comes up with an idea alone

“Nobody, and I mean nobody comes up with an idea alone”
- Anne Kirah, senior design anthropologist for Microsoft’s MSN Customer Design Centre

The most important part of the process

“In fact, they [designers] are the most important part of the process because they breath life into the concepts”
- Anne Kirah, senior design anthropologist for Microsoft’s MSN Customer Design Centre

Speak the same language

“The kind of innovation I am involved with means changing the cultures at work by speaking the same language and culture as the people the company is innovating for”
- Anne Kirah, senior design anthropologist for Microsoft’s MSN Customer Design Centre

Take of your Blinders

“I believe strongly that if you want to innovate, you must take off your blinders built through your education and your work experience. As long as your blinded by these two things, you can not see the world and the potential around you. You can only make changes incrementally based on the lack of understanding of what is really happening around you.”
- Anne Kirah, senior design anthropologist for Microsoft’s MSN Customer Design Centre

The middle of the road

"The businessman wants to create something for everyone, which leads to products that are middle of the road. It becomes about consensus, and that's why you rarely see the spark of genius."
- Donald Norman, Co founder and principal at Nielsen Norman Group

Emotion and cognition

"You cannot seperate emotion from cognition"
- Donald Norman, Co founder and principal at Nielsen Norman Group

The abscence of a design process

“My belief is that one of the most significant reasons for the failure of organizations to develop new software products in-house is the absence of anything that a design professional would recognize as an explicit design process,”
- Bill Buxton, Sketching User experiences

Quit before the top

"Most competitors quit long before they've created something that makes it to the top"
- Seth Godin, The Dip, ChangeThis.com

The sentence

"It is unwise and arrogant to replace the sentence as the basic unitfor explaining something. Escpecially as the byproduct of some marketing presentation software."
- Edward Tufte, The cognitive style of powerpoint

Reality must take precedence

"For a successfyl technology, reality must take precedence over public relations, for Nature cannot be fooled"
- Edward Tufte, The cognitive style of powerpoint

Stacked in time

"Information stacked in time makes it difficult to understand context and evaluate relationships"
- Edward Tufte, The cognitive style of powerpoint

Reducing the analytical quality

"The evidence indicates that powerpoint, compared to other common presentation tools, reduces the analytical quality of serious presentations of evidence"
- Edward Tufte, The cognitive style of powerpoint

Hva skal man med forlag

"Hva skal man med forlag når man kan nå leseren direkte"
- Elfried Jelniek, Nobelprisvinner, www.elfriedjelniek.com

A clear value statement

"Create something where design is clearly a value statement"
- Jarred Spool, User Interface Engineering, http://www.uie.com/

Emotional state

“Your emotional state when using a product will affect not just your enjoyment of it, but your effectiveness, at least your perceptual with it.”
-Donald A. Norman

Has been invented

“Everything that can be invented has been invented.”
–Charles H. Duell, Commissioner, U.S. Office of Patents, 1899.

Created by customers

“Some of the most creative sollutions are create by the customers”
- Bill Brock, Tribal DDB London

Nettet eller ingenting

"I dag oppfatter folk det som om materiale som ikke er tilgjengelig på nett i praksis ikke finnes. Søkemotoren er det verktøyet folk nå er vant til å gå til når de skal tilegne seg informasjon og kunnskap. Derfor har vår strategi vært fokusere på den"
- Vigids Moe Skarstein, Nasjonalbibliotekar

Isn't designed

"MySpace isn't designed"
- Tim Brown, IDEO CEO

Disorder

"Disorder is only an order that we cannot see"
- Henri Bergson

Remove the possibility of error

"The single best thing you can do to significantly improve your web applications - now and forever - is remove the possibility of error. Users who can’t make mistakes feel smart. They feel respected. They feel productive."
- Robert hoekman jr.

Or get out of it

“Be number one or number two in a sector, or get out of it,”
- Jack Welch, former chief executive of General Electric

The ultimate sophistication

"Simplicity is the ultimate sophistication."
- Leonardo Da Vinci said

Quite sensible

"By the standards of engineers, human behavior can be illogical and irrational. From the stndpoint of people however, their behavior is quite sensible, dictated by the activity being performed, the environment and context, and their high level goals."
- Donald A. Norman

True happiness

“In embracing the diversity of human beings, you will find a sure way to true happiness”
- Malcolm Gladwell, TED 2004