we should look to architects and urban planners for inspiration in our process. He said that products like Facebook and Twitter are spaces that people dont just use but exist in. They are environments that form behavior. This really resonated with me because it feels so true. People act differently on Twitter, Facebook, Quora, 4chan, Snapchat, not because these are all different types of people but because of the way these spaces are designed. We should learn how to create spaces to guide and encourage behavior. We can't just apply the same process that you would when designing a physical clock (Sorry Dieter Rams). We have to do more because the things we are building have become so much more. You may have heard of Twitter referred to as a town square before. This is because of subtle and powerful product decisions that made it feel that way. In Twitter, anyone can yell and some of them are heard. There is no other way to exist in the twitter space. Now I don't think we need physical metaphors for every product we make. That's not the point. The point is that every space has attributes that form behavior. If you built a park with no trash cans, people would throw their trash on the ground. If you build a photo sharing app with self destructing content, people are going to share naked pictures.