» There’s a balance between motivating people to a goal and killing their enthusiasm with the gory detail

» Just as with users and customers, we need to meet our peers where they are

» In most complex organisations, product supports the organisation’s goals, not vice versa

» A prototype expresses a product concept far better and quicker than a product requirements document (PRD)

» People good at doing a thing themselves are not always good at building a system to do it

» Work is craft: theoretical knowledge and practical experience combined