“Skepticism is not the only obstacle we confront when trying to entice our audience to act. Laziness is just as big a hurdle. In truth, people really aren’t as lazy as we like to think they are. They’re just looking for the path of least resistance to their destination. When people are reluctant to act, sometimes a little incentive gets them moving.”

This paragraph stood out to me because when I was working on a project in InDesign or Photoshop and couldn’t figure out how to do something I would get lazy and want to give up… But the incentive’s are what kept me moving.

Mostly I like this chapter because it reminds any designer, whether you’re a rookie or veteran,

Just try again.