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Scotland gets a SOUL (10 Nov 2003)
After discussing the history of usability, when first too much in-depth research was attempted and then too much credence was given to what users could design for themselves, he reviewed the place of usability now.

He identified 10 company arguments for embracing user research, concluding with a simple message: if you are fighting for a first foothold, then quality is better than quantity, early is better than late (don't wait for a prototype) and something is better than nothing.
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