My approach to what I do in my job — and it might even be the approach to my life — is that everything I do is the most important thing I do. Whether it’s a play or the next film. It is the most important thing. I know it’s not going to be the most important thing, and it might not be close to being the best, but I have to make it the most important thing. That means I will be ambitious with my job and not with my career. That’s a very big difference, because if I’m ambitious with my career, everything I do now is just stepping-stones leading to something — a goal I might never reach, and so everything will be disappointing. But if I make everything important, then eventually it will become a career. Big or small, we don’t know. But at least everything was important.
A theory of change is the opposite of a theory of action — it works backwards from the goal, in concrete steps, to figure out what you can do to achieve it. To develop a theory of change, you need to start at the end and repeatedly ask yourself, “Concretely, how does one achieve that?”
Jakob Nielsen says that Flash is “99% bad.” I have to agree. Flash always reduces usability.
On the other hand, every time I read Jakob Nielsen, I get this feeling that he really doesn’t appreciate that usability is not the most important thing on earth. Sure, usability is important (I wrote a whole book about it). But it is simply not everyone’s number one priority, nor should it be. You get the feeling that if Mr Nielsen designed a singles bar, it would be well lit, clean, with giant menus printed in Arial 14 point, and you’d never have to wait to get a drink. But nobody would go there, they would all be at Coyote Ugly Saloon pouring beer on each other.