1. “Become genuinely interested in other people.” There’s no faking it. Rushed usability testing or ignoring the data will show. People infer our thoughts by our actions.
2. “Smile.” Facebook, Flickr, and other such social software express a light tone in their visual design and content. Lighten up, business need not be impersonal.
3. “Remember that a man’s Name is to him the sweetest and most important sound in any language.” Personalization has come a long way, but has a long way to go before it nears human capacities.
4. “Be a good listener. Encourage others to talk about themselves.” Encourage user-generated content. Providing commenting is good, responding to comments usefully is great.
5. “Talk in the terms of the other man’s interest.” Know what their interest really is, so to speak to it.
6. “Make the other person feel important and do it sincerely.” Evolve authenticity by continually improving.
