In our last newsletter of the decade we discuss the importance of context. Whether it is in user interface design such as priorities in the iphone and feature development, or the numbering of apartments in a new building complex, the perspective or context within which designers, architects and engineers see things, is often quite different from the day-t0-day experiences of so-called end-users. Stepping into their shoes, and being able to see things from their perspective, ie your customers perspective, is an ever present challenge in business.