[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fYVgy8O5tVXdfVtqUHpC4lxJUrGkVSEMSHQC-qCmXIpQ":3,"$fReh2d8dsdZx0zSW8N1GN5k1teSRrAq6GKdNIklR7re8":12},{"author":4,"tags":11},{"author_id":5,"author_name":6,"author_name_first_letter":7,"article_count":8,"bio":9,"short_bio":9,"slug":10,"image_url":9},189329,"Bruce Tognazzini","B",15,null,"bruce-tognazzini",[],{"quotes":13,"pagination":103},[14,22,28,34,40,52,64,71,83,92],{"id":15,"quote_text":16,"author_id":5,"source_id":17,"has_image":18,"author":19,"source":20,"quote_tag":21,"commentary":9},2903542,"As for the Sun mouse, I’m not a big multi-button mouse fan, because I just can’t remember which button to push when. I rather like the Macintosh system of using four modifier keys with the mouse.",6,false,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":23,"quote_text":24,"author_id":5,"source_id":17,"has_image":18,"author":25,"source":26,"quote_tag":27,"commentary":9},2903521,"Constrain the user’s expectations to match the abilities of the software.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":29,"quote_text":30,"author_id":5,"source_id":17,"has_image":18,"author":31,"source":32,"quote_tag":33,"commentary":9},2903512,"Never present a power-user option in such a way that normal users must learn all about it in order to know they don’t need to use it.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":35,"quote_text":36,"author_id":5,"source_id":17,"has_image":18,"author":37,"source":38,"quote_tag":39,"commentary":9},2903498,"It’s hard to read through a book on the principles of magic without glancing at the cover periodically to make sure it isn’t a book on software design.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":41,"quote_text":42,"author_id":5,"source_id":43,"has_image":18,"author":44,"source":45,"quote_tag":46,"commentary":9},2589380,"The G4 is about the nicest industrial design that I have seen anywhere,",4,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[47],{"id":48,"tag":49},5568005,{"id":50,"tag_name":51},7002,"design",{"id":53,"quote_text":54,"author_id":5,"source_id":43,"has_image":18,"author":55,"source":56,"quote_tag":57,"commentary":63},2589375,"Gates has kept Apple alive to get the Justice Department off his back. All he has to do is stop making Office for the Mac and that is the end of Apple. He keeps Apple alive, but very weak.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[58],{"id":59,"tag":60},5568000,{"id":61,"tag_name":62},2073,"alive","**The Backstory**\nThis quote, attributed to Bruce Tognazzini, a renowned user experience designer and one of the original Apple designers, likely dates back to the 1990s. At that time, Microsoft's dominance in the software market, particularly with its Office suite, posed a significant threat to Apple's Macintosh computers. Tognazzini, known for his candid opinions, was likely commenting on the precarious position Apple found itself in, heavily reliant on Microsoft's willingness to continue supporting the Mac platform.\n\n**The Hidden Insight**\nThe quote reveals a counter-intuitive truth: that Apple's very survival was a double-edged sword. By keeping Apple alive, Microsoft was effectively maintaining a weak competitor, thereby safeguarding its own interests. This paradox highlights the delicate balance of power in the tech industry, where a company's existence can be both a blessing and a curse, depending on the circumstances.\n\n**How to Use This**\nIn today's competitive landscape, professionals and creatives can apply this mindset by recognizing that their very survival may be tied to the interests of others. This awareness can foster a more nuanced approach to business relationships, partnerships, and even rivalries, encouraging them to navigate these dynamics with a deeper understanding of the potential consequences of their actions.",{"id":65,"quote_text":66,"author_id":5,"source_id":43,"has_image":18,"author":67,"source":68,"quote_tag":69,"commentary":70},2589368,"It's very difficult when you have as low a market share as they do to get dealers interested. A dealer has to sell a Mac, whereas he doesn't have to sell a Windows machine, since the Windows machine is a known quantity.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],"**The Backstory**\nThis quote is attributed to Bruce Tognazzini, a renowned user experience designer and a member of the original Apple Human Interface Group. It is likely from a speech or interview in the late 1980s, when Apple was struggling to gain market share against Microsoft. During this time, Apple was facing intense competition, and its market share was indeed low.\n\n**The Hidden Insight**\nThe quote reveals a paradoxical truth about the nature of competition and innovation. On one hand, a high market share can be a hindrance to innovation, as companies become complacent and less inclined to take risks. On the other hand, a low market share can make it difficult to get traction, as potential customers are less likely to take a chance on an unknown quantity. Tognazzini is highlighting the tension between the need for market presence and the need for innovation.\n\n**How to Use This**\nTo apply this mindset today, professionals and creatives can recognize that a low market share can be both a blessing and a curse. Rather than focusing solely on increasing market share, they can focus on creating innovative products or services that disrupt the market and create new opportunities. By embracing the uncertainty and risk associated with a low market share, they can foster a culture of experimentation and innovation that ultimately leads to growth and success.",{"id":72,"quote_text":73,"author_id":5,"source_id":43,"has_image":18,"author":74,"source":75,"quote_tag":76,"commentary":82},2589364,"Steve Jobs has done a good job of selling, and the Apple interface is still superior, but he doesn't have critical mass.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[77],{"id":78,"tag":79},5567988,{"id":80,"tag_name":81},1697,"apple","**The Backstory**\nThis quote was likely said by Bruce Tognazzini, a renowned human-computer interaction designer, in the context of the early 1980s, when Apple was on the rise and personal computers were becoming increasingly popular. As a member of the Apple Human Interface Group, Tognazzini was closely involved in the development of Apple's user interface and had a front-row seat to the company's growth and challenges. The era was marked by intense competition between Apple and other PC manufacturers, with Tognazzini's insights reflecting the nuances of the industry's dynamics.\n\n**The Hidden Insight**\nOn the surface, this quote appears to be a straightforward assessment of Apple's strengths and weaknesses. However, the deeper insight lies in the concept of \"critical mass.\" Tognazzini is not just commenting on Apple's market share or user base; he's highlighting the importance of reaching a tipping point where a product or service becomes an industry standard, transcending its initial niche appeal. This requires a delicate balance between innovation, marketing, and user adoption, which can be just as elusive as it is crucial for long-term success.\n\n**How to Use This**\nTo apply this mindset today, consider the following strategy: when developing a product or service, prioritize building a robust foundation that addresses the needs of a small, dedicated user base, rather than trying to appeal to a broad audience with a flashy, but shallow, feature set. By focusing on the critical mass of a smaller, more engaged group, you can create a loyal following and generate the momentum needed to eventually reach a wider audience.",{"id":84,"quote_text":85,"author_id":5,"source_id":43,"has_image":18,"author":86,"source":87,"quote_tag":88,"commentary":9},2589354,"The only intuitive interface is the nipple. Everything else is learned.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[89],{"id":90,"tag":91},5567978,{"id":50,"tag_name":51},{"id":93,"quote_text":94,"author_id":5,"source_id":43,"has_image":18,"author":95,"source":96,"quote_tag":97,"commentary":9},2589346,"Constrain the user's expectations to match the abilities of the software.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[98],{"id":99,"tag":100},5567972,{"id":101,"tag_name":102},1428,"ability",{"currentPage":104,"totalPages":105,"totalItems":8,"itemsPerPage":106},1,2,10]