» Decisions should be the result of rational and deliberate reasoning, but not all are perfectly rational

» Almost every decision has associated downsides or compromises

» Avoid trying to please people or to allow individuals to dominate the decision-making process

» It’s easy to conflate transparency on the decision-making process, with transparency on the actual decisions

» The best moment to teach a user to use a new feature is when it is valuable for them

» Uncompleted tasks stick in a person’s memory, completed tasks are more easily forgotten

» Provide a safe, controlled environment to help users experiment and learn a new skill

Your developers may be happiest when they’re hacking gnarly code, leaving you to get on with engaging with the market, but this doesn’t mean you can ignore their need for context – the ‘why’ of their project.