"I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology it's the box it comes in."

Technology

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Thematic Reflection

This quotation examines the core nature of Technology as articulated by Donald Norman. Within historical and literary traditions, reflections on Technology 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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More by Donald Norman

"I prefer design by experts - by people who know what they are doing."

— Donald Norman
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"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
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"And to get real work experience, you need a job, and most jobs will require you to have had either real work experience or a graduate degree."

— Donald Norman
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"So what does a good teacher do? Create tension - but just the right amount."

— Donald Norman
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More about Technology

"I've always been fascinated with the juxtaposition of technology in music, not only in recording, but in the keyboard. It's amazing the way you can apply technology to an art form."

— Geoff Downes
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"I've heard that, but since I'm computer illiterate I don't know how it all works. But since I'm on Prodigy tonight, I'm learning a lot through my typist, Peter."

— Bobby Sherman
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"Personal technology has given us the freedom of being able to do whatever we want - and in the case of celebrities and athletes, whomever they want. But it can also serve as a humiliation jetpack."

— Sloane Crosley
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"The movie industry is committed to working with the technology sector to find innovative new ways to deliver entertainment to consumers."

— Dan Glickman
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