1. We expect people to look at all of our text and figure out how to do it from there but they really just look for something that stands out to them.
2. We don't read pages. we scan them.
3. In a hurry, don't need to read everything, already good at it.
4. you would make things bold and exaggerate main points or important phrases.
5. We don't make optimal choices. We satisfice.
6. We choose the first reasonable option.
7. firefighters, pilots, chess masters, and nuclear power plant operators.
8. usually in a hurry, not a penalty for guessing wrong, guessing is more fun.
9. We don't figure out how things work. We muddle through.
10. People who type out the entire url
11. its not important to us, if we find something that works, we stick to it.
12. they'll have a better chance of figuring things out, they'll notice all that you have to offer, they'll feel smarter, more in control
13. If your audience is going to act like you're designing billboards, then design great billboards.
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