Matt Webb is on stage to talk about adaptive design. His talk is arranged in alphabetical order. “I wrote down all the things I’m interested in and coerced them into alphabetical order.”

By the time he gets to “P” he says this: products should be:

• shelf demonstrable
• explainable in a sentence
• for an audience
• identifiable
• measureable
• predictable (because they have an ethos)

Web services should be the same way, he argues.

Recommendations: the website history of the button.

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