"If anyone ever asks you what panic is, now you can tell them: an emotional blank spot that leaves you feeling as if you've been sucking on a mouthful of pennies."

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Start by putting yourself in your users' shoes. Why are they coming to your site? If you look at most Web sites, you'd presume that the answer is "User is extremely bored and wishes to stare at a blank screen for several minutes while a flashing icon loads, then stare at the flashing icon for a few more minutes."

— Philip Greenspun