Faced with the prospect of following a convention, there's a great temptation for designers to try reinventing the wheel instead, largely because they feel {not incorrectly} that they've been hired to do something new and different, not the same old thing. Not to mention the fact that praise from peers, awards, and high-profile job offers are rarely based on criteria like "best use of conventions." Occasionally, time spent reinventing the wheel results in a revolutionary new rolling device. But usually it just amounts to time spent reinventing the wheel.
( Steve Krug )
[ Don't Make Me Think, ]
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