Web pages should cut half their words, then half of what is left

design How things should be made and judged: what makes a design good, who should do the designing, and what an interface is for.

simplicity Less, but better: reduction as the way to make something good, and the argument about when it goes too far.

writing Prose as thinking: writing well, writing by hand while a model offers to do it, and who will still be able to.