2. Photo by Herr Bob under a Creative Commons Attribution Non-Commercial License

3. in◦tra◦pre◦neur

4. MagicMagic

5. Photo by K!T under a Creative Commons Attribution Non-Commercial License

6. Photo by hola marmota under a Creative Commons Attribution Non-Commercial License

7. Copyright AOL. Screenshot courtesy of trustmeher.net

9. Photo by Josh Clark under a Creative Commons Attribution Non-Commercial License

10. Essence of 1. Ease of Use 2. Persistent Value MagicMagic

11. Image from Don’t Make Me Think, Steve Krug

12. Essence of 1. Ease of Use 2. Persistent Value MagicMagic

13. FAILMagicMagic

16. Image from damnyouautocorrect.com

17. FAIL MagicMagic

18. Ease Value H ∞ L 0 FAIL MagicMagic

19. Photo by captainslack under a Creative Commons Attribution Non-Commercial License

21. Ease Value H ∞ L 0 FAIL MagicMagic

22. Photo by StephenMitchell under a Creative Commons Attribution Non-Commercial License

23. Ease Value H ∞ L 0 FAIL MagicMagic

24. Photo by Sukarako Kitsa under a Creative Commons Attribution Non-Commercial License

25. Ease Value H ∞ L 0 FAIL MagicMagic

26. Photo by Mr. T in DC under a Creative Commons Attribution Non-Commercial License

30. Image from Dropbox.com

33. “… engineers had to… experience their pain first hand.” Nolan Bushnell, Atari CEO

34. “Put something in users’ hands and get feedback ASAP.” Drew Houston, Dropbox Co-Founder Image from Dropbox.com

35. “…half my time in town hall meetings with listeners… we really cultivate those relationships.” Tim Westergren, Pandora Founder

37. 1.Get outside the building to know and understand users. 2.Adapt to user feedback as quickly as possible to maximize value. 3.Practice continuous learning to grow your people.