From the outset, this book was written in the spirit of giving something back to a profession that has give me so much over the years; however, I also believe that the principles that I have explored have much to contribute beyond the immediate arena of customer experience. How might they be used to create more rewarding and pleasant working environments, for example? I also see strong parallels between the business–customer relationship and that of governments and their citizens. How might these principles be used by governments to improve the quality of life of their citizens in meaningful ways? Will we one day experience a taxation system that mere mortals can comprehend? On a basic level, we are all united in our consumption of the planet’s resources. How might we put these principles to work to minimise the waste of materials or food? These issues are as much the designer’s responsibility as the consumer’s, if not more so, and I believe these principles have much to contribute in this area too.

Finally, I wish to thank you for purchasing and reading this book. If you have any comments, questions or feedback, good or bad on any aspect of this book, I would love to hear from you. Please do not hesitate to e-mail me at [email protected].