"So here’s a question for you: does the software system you’re building help people to 'do', or to think, or both? 

And if it helps them to think, then do you understand how they think today? Do you know what’s natural to them? Are you asking them to learn to think in an entirely different way, just to use your system? Or have you learned – like the great 'doing' software designers of the last century – that it’s your job to start with the user, to meet them where they’re at?"