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Chapter 2. Cognitive Friction > Software Apartheid

Software Apartheid

There's an old joke in Hollywood that you can bump into a stranger in the grocery store and ask how his screenplay is doing. The stranger—without hesitation—will reply, “Great! I've just restructured the second act to tighten up the action!” The same joke is now true in Silicon Valley. You can buttonhole a stranger in line at Starbucks and ask how her Web site is doing. The stranger—without skipping a beat—will reply, “Great! I've just restructured the frames to tighten up the navigation!”

Here in Silicon Valley, we forget how skewed our population is, and we should frequently remind ourselves how abnormal we really are. The average person who uses a software-based product around here isn't really very average.


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