The hard part is to convince people to understand…
The hard part is to convince people to understand the view-points of the others, to abandon their disciplinary viewpoint and to think of the design from the viewpoints of the person who buys the product and those who use it, often different people. The view-point of the business is also important, because it does not matter how wonderful the product is if not enough people buy it.
— from The Instruments (Awareness/Perception/Expectations)
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