Don Norman at Business of Software 2009

There's an excellent video at Neil Davidson's blog of Don Norman talking about successful products and services, which he summarizes to the following ten points (1 and 10 are meant to be the same):

1. It's all about the experience
2. Design systems
3. Everything is a service
4. Everything is a product
5. Don't be too logical
6. Memory is more important than actuality
7. Complexity is good: Complicated is bad
8. Design for the real world
9. Design for people
10. It's all about the experience