"Think as big as you possibly can and base what you do, how you do it, and who you do it with on succeeding at that level. It just might take you more than your lifetime to run into the walls of a box this big."

Previous Quote

A powerful tool in the early stages of developing scenarios is to pretend the interface is magic. If your persona has goals and the product has magical powers to meet them, how simple could the interaction be? This kind of thinking is useful to help designers look outside the box.

— Alan Cooper