People People People

I thought it was interesting just how intimate they recommend you become with your users.  It really makes sense to have them ever-present in your mind while you work on the product they will use.  This way, as you design features and adjust the site, your own mind will catch you and say things like 'this might be difficult for them to accomplish given that ...' or 'It might be more clear if the information was organized this way'.  Creating the personas for your users takes this a step further; they say companies will try to actually materialize their users in the office.  Having them right there next to you while you work almost forces you to keep them in mind as you design.