Design cannot rescue failed content.

The way to reduce clutter is not to thin down and sprawl out the content; instead fix the design. Clutter and confusion are not attributes of information, they are failures of design.

Gerry McGovern

You put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot.

People don’t want to get to the ‘book a flight’ tool. They want to get to Dublin from London. People don’t want the installation manual. They want to install the product. For most people, content or technology is not the end, not the point.