Joi Ito has an interesting blog post around design. This sentence caught my attention:
Why is it then that we seem to insist on building and assessing our systems based on what our little mind thinks? Think about the testing in schools that only measures local knowledge and logical skills, or designing user interfaces around what the user is focused on like pull-down menus and the mouse pointer.
Nothing new, but worth remembering that the “mind” is not as powerful as we consider it to be. Most response are inbuilt, unconscious & far less under our control, even when we assume it to be.