be non-linear: don’t force users to live through a stream of time that they can’t control
customize service: computers can do different things for different people
be asynchronous: a customized link to check the status of an order allows a customer to resume a “conversation” many hours later without spending any time on reestablishing context
support anonymity: if people don’t have to reveal who they are, they may be more willing to do certain things
link liberally: links are the foundation of the Web and can make anything into an extension of your own service
support search and multiple views: different people have different preferences, and there is no need to be limited to a single way of doing things on the Web
be small and cheap: because of the efficiency of computers it is possible to deal in much smaller units than before
be free: it costs very little to offer free samples over the Web, so a book publisher could offer a free chapter and a consultant could offer free advice on some frequently asked questions (while charging for the full product or service, of course)
ignore geography: support users who access your site from home, the office, the car, while away on business trips or vacations, and from anywhere in the world