The Importance of Context Matters

I like too that you focus early on in the book on context and the importance of looking at what you're doing in context. And I think certainly that's always been a factor with designing digital solutions and products. But I think now we're moving into a time when it's going to be paramount in a sense because you have so many products that are able to function or use location data, for example. So keeping that in mind too, probably. Yeah.