"I think there is a tendency in science to measure what is…" — Donald Norman

"I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting."

— Donald Norman

Science

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Thematic Reflection

This quotation examines the core nature of Science as articulated by Donald Norman. Within historical and literary traditions, reflections on Science provide actionable mental models, challenging individuals to evaluate personal ethics, self-discipline, and daily actions.

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About Donald Norman

Donald Arthur Norman is an American researcher, professor, and author. Norman is the founding director of The Design Lab at University of California, San Diego. He is best known for his books on design, especially The Design of Everyday Things. He is widely regarded for his expertise in the fields of design, usability engineering, and cognitive science, and has shaped the development of the field of cognitive systems engineering. He is a co-founder of the Nielsen Norman Group, along with Jakob Nielsen. He is also an IDEO fellow and a member of the Board of Trustees of IIT Institute of Design in Chicago. He also holds the title of Professor Emeritus of Cognitive Science at the University of California, San Diego. Norman is an active Distinguished Visiting Professor at the Korea Advanced Institute of Science and Technology (KAIST), where he spends two months a year teaching.

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