18. “Finding the core” means stripping an idea
down to its most critical essence… The hard
part is weeding out ideas that may be really
important but just aren’t the most important
idea… [I]t’s about discarding a lot of great
insights in order to let the most important
insight shine.
19. Forced prioritization is really painful. Smart
people recognize the value of all material.
They see nuance, multiple perspectives---
and because they fully appreciate the
complexities of a situation, they’re often
tempted to linger there. The tendency to
gravitate toward complexity is perpetually at
war with the need to prioritize.
24. “Everypiece of design
must have a combination of
something that’s familiar
and something that’s surprising.
The familiar gets us in the door,
and the surprising keeps us going.”
—Brian Collins
