--- title: "Meaning & Key Takeaway of: There are only two industries that refer…" description: "\"There are only two industries that refer to their customers as 'users'.\" — Edward Tufte" image: "https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg" --- # There are only two industries that refer to their… ![“There are only two industries that refer to their customers as 'users'.” quote by Edward Tufte](https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg) [Download](https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg) [Open image](https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg) > “There are only two industries that refer to their customers as 'users'.” [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. The quote critiques how most sectors call customers “users,” implying a technical, impersonal relationship rather than a human one. **In simple terms:** Many industries dehumanize customers by calling them users. Key Takeaway Recognize and respect customers as people, not just data points. Themes customer experience human-centered design language marketing technology Mood critical reflective Type analytical observational When to use this quote - product design - service industry - digital platforms - market research Key Concepts User-centered design semantic framing customer empathy Questions to Reflect On - How does language shape our perception of customers? - What alternative terms could foster better relationships? A Different Perspective The term “user” can be useful in software contexts where interaction is functional. ★ ★ ★ ★ ★ No ratings yet [Computer](https://sms4smile.com/quotes/about/computer/) [Computer programming](https://sms4smile.com/quotes/about/computer-programming/) [Industry](https://sms4smile.com/quotes/about/industry/) [Inspirational](https://sms4smile.com/quotes/about/inspirational/) [Programming](https://sms4smile.com/quotes/about/programming/) [Technology](https://sms4smile.com/quotes/about/technology/) ## Related quotes > [Only drug dealers and software companies call their customers 'users'](https://sms4smile.com/quotes/edward-tufte/only-drug-dealers-and-software-companies-call-their-customers-users/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [“First, know your customer. There’s no substitute for engaging with customers and users directly. All the numbers in the world can’t explain why something…](https://sms4smile.com/quotes/alistair-croll/first-know-your-customer-there-s-no-substitute-for-engaging-with/) [Alistair Croll](https://sms4smile.com/quotes/author/alistair-croll/) > [I think that it's extraordinarily important that we in computer science keep fun in computing. When it started out, it was an awful lot…](https://sms4smile.com/quotes/alan-perlis/i-think-that-it-s-extraordinarily-important-that-we-in-computer/) [Alan Perlis](https://sms4smile.com/quotes/author/alan-perlis/) > [The most common user action on a Web site is to flee.](https://sms4smile.com/quotes/edward-tufte/the-most-common-user-action-on-a-web-site-is-to-flee/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [Good design allows things to operate more efficiently, smoothly, and comfortably for the user. That's the real source of advantage. Businesses have started to…](https://sms4smile.com/quotes/james-p-hackett/good-design-allows-things-to-operate-more-efficiently-smoothly-and/) James P Hackett > [Even in the face of massive competition, don't think about the competition. Literally don't think about them. Every time you're in a meeting and…](https://sms4smile.com/quotes/mike-mccue/even-in-the-face-of-massive-competition-don-t-think-about-the/) [Mike McCue](https://sms4smile.com/quotes/author/mike-mccue/) > [We make every effort to bring the newest and most innovative technology to our enthusiastic customers, drawing on the best in the industry. Our…](https://sms4smile.com/quotes/lei-jun/we-make-every-effort-to-bring-the-newest-and-most-innovative/) [Lei Jun](https://sms4smile.com/quotes/author/lei-jun/) > [I was interested in computer programming as a kid. In fact, during my college days, I used to be a hacker.](https://sms4smile.com/quotes/vatsal-sheth/i-was-interested-in-computer-programming-as-a-kid-in-fact-during-my/) [Vatsal Sheth](https://sms4smile.com/quotes/author/vatsal-sheth/) > [The generation of random numbers is too important to be left to chance.](https://sms4smile.com/quotes/robert-coveyou/the-generation-of-random-numbers-is-too-important-to-be-left-to-chance/) Robert Coveyou > [At forty, I was too old to work as a programmer myself anymore; writing code is a young person’s job.](https://sms4smile.com/quotes/michael-crichton/at-forty-i-was-too-old-to-work-as-a-programmer-myself-anymore-writing/) [Michael Crichton](https://sms4smile.com/quotes/author/michael-crichton/) > [Beauty is more important in computing than anywhere else in technology because software is so complicated. Beauty is the ultimate defense against complexity.](https://sms4smile.com/quotes/david-gelernter/beauty-is-more-important-in-computing-than-anywhere-else-in/) [David Gelernter](https://sms4smile.com/quotes/author/david-gelernter/) > [If you really want to be a good archaeologist, you have to understand ancient DNA; you have to understand chemical analysis to figure out…](https://sms4smile.com/quotes/sarah-parcak/if-you-really-want-to-be-a-good-archaeologist-you-have-to-understand/) [Sarah Parcak](https://sms4smile.com/quotes/author/sarah-parcak/) > [Computer Science is a science of abstraction -creating the right model for a problem and devising the appropriate mechanizable techniques to solve it.](https://sms4smile.com/quotes/alfred-aho/computer-science-is-a-science-of-abstraction-creating-the-right-model/) Alfred Aho > [If you cannot grok the overall structure of a program while taking a shower, you are not ready to code it.](https://sms4smile.com/quotes/richard-e-pattis/if-you-cannot-grok-the-overall-structure-of-a-program-while-taking-a/) [Richard E. Pattis](https://sms4smile.com/quotes/author/richard-e-pattis/) > [“In programming the World Wide Computer, we will be programming our lives.”](https://sms4smile.com/quotes/nicholas-carr/in-programming-the-world-wide-computer-we-will-be-programming-our/) [Nicholas Carr](https://sms4smile.com/quotes/author/nicholas-carr/) ## More by Edward Tufte > [If you’re told what to look for, you can’t see anything else.](https://sms4smile.com/quotes/edward-tufte/if-you-re-told-what-to-look-for-you-can-t-see-anything-else/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [“Comparisons must be enforced within the scope of the eyespan, a fundamental point occasionally forgotten in practice.”](https://sms4smile.com/quotes/edward-tufte/comparisons-must-be-enforced-within-the-scope-of-the-eyespan-a/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [If there is a well thought-out design standard, it should be followed. In practice, great design comes from great designers. That is empirically the…](https://sms4smile.com/quotes/edward-tufte/if-there-is-a-well-thought-out-design-standard-it-should-be-followed/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [The point of the essay is to change things.](https://sms4smile.com/quotes/edward-tufte/the-point-of-the-essay-is-to-change-things/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [Here's the general theory: To clarify, add detail. Imagine that. To clarify, add detail. And clutter and overload are not an attribute of information,…](https://sms4smile.com/quotes/edward-tufte/here-s-the-general-theory-to-clarify-add-detail-imagine-that-to/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [My idea here is that, inasmuch as certain cognitive tasks and principles are tied to nature's laws, these tasks and principles are indifferent to…](https://sms4smile.com/quotes/edward-tufte/my-idea-here-is-that-inasmuch-as-certain-cognitive-tasks-and/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [Clutter and confusion are failures of design, not attributes of information.](https://sms4smile.com/quotes/edward-tufte/clutter-and-confusion-are-failures-of-design-not-attributes-of/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [Confusion and clutter are failures of design, not attributes of information. And so the point is to find design strategies that reveal detail and…](https://sms4smile.com/quotes/edward-tufte/confusion-and-clutter-are-failures-of-design-not-attributes-of/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [We've drifted into this presentation mode without realizing the cost to the content and the audience in the process.](https://sms4smile.com/quotes/edward-tufte/we-ve-drifted-into-this-presentation-mode-without-realizing-the-cost/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [If your words or images are not on point, making them dance in color won't make them relevant.](https://sms4smile.com/quotes/edward-tufte/if-your-words-or-images-are-not-on-point-making-them-dance-in-color/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [I hope that I am generous and tolerant, but certainly on the intellectual side I think that there are discoverable truths, and some things…](https://sms4smile.com/quotes/edward-tufte/i-hope-that-i-am-generous-and-tolerant-but-certainly-on-the/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [“If the statistics are boring, then you've got the wrong numbers.”](https://sms4smile.com/quotes/edward-tufte/if-the-statistics-are-boring-then-you-ve-got-the-wrong-numbers/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [Good design is a lot like clear thinking made visual.](https://sms4smile.com/quotes/edward-tufte/good-design-is-a-lot-like-clear-thinking-made-visual/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [I think it is important for software to avoiding imposing a cognitive style on workers and their work.](https://sms4smile.com/quotes/edward-tufte/i-think-it-is-important-for-software-to-avoiding-imposing-a-cognitive/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) > [The essential test of design is how well it assists the understanding of the content, not how stylish it is.](https://sms4smile.com/quotes/edward-tufte/the-essential-test-of-design-is-how-well-it-assists-the-understanding/) [Edward Tufte](https://sms4smile.com/quotes/author/edward-tufte/) [Explore all 64 Edward Tufte quotes ](https://sms4smile.com/quotes/author/edward-tufte/) ## More Computer quotes > [Issac:"I dislike living in a world without Augustus Waters." Computer: "I don't understand-" Issac: "Me neither. Pause](https://sms4smile.com/quotes/john-green/issac-i-dislike-living-in-a-world-without-augustus-waters-computer-i/) [John Green](https://sms4smile.com/quotes/author/john-green/) > [If you stood me in a costume next to a computer graphic of the same-looking character, I think there would be a difference. And…](https://sms4smile.com/quotes/warwick-davis/if-you-stood-me-in-a-costume-next-to-a-computer-graphic-of-the-same/) [Warwick Davis](https://sms4smile.com/quotes/author/warwick-davis/) > [The display is the computer.](https://sms4smile.com/quotes/jen-hsun-huang/the-display-is-the-computer/) Jen-Hsun Huang > [It's interesting that the greatest minds of computer science, the founding fathers, like Alan Turing and Claude Shannon and Norbert Wiener, they all looked…](https://sms4smile.com/quotes/garry-kasparov/it-s-interesting-that-the-greatest-minds-of-computer-science-the/) [Garry Kasparov](https://sms4smile.com/quotes/author/garry-kasparov/) > [One of our big goals in search is to make search that really understands exactly what you want, understands everything in the world. As…](https://sms4smile.com/quotes/larry-page/one-of-our-big-goals-in-search-is-to-make-search-that-really/) [Larry Page](https://sms4smile.com/quotes/author/larry-page/) > [We are beginning to see intimations of this in the implantation of computer devices into the human body.](https://sms4smile.com/quotes/ray-kurzweil/we-are-beginning-to-see-intimations-of-this-in-the-implantation-of/) [Ray Kurzweil](https://sms4smile.com/quotes/author/ray-kurzweil/) > [I'm from the South, so I'm very old-fashioned and I'm not very computer savvy at all, but I'm getting it. I understand that, if…](https://sms4smile.com/quotes/angie-harmon/i-m-from-the-south-so-i-m-very-old-fashioned-and-i-m-not-very/) [Angie Harmon](https://sms4smile.com/quotes/author/angie-harmon/) > [“To all the secret writers, late-night painters, would-be singers, lapsed and scared artists of every stripe, dig out your paintbrush, or your flute, or…](https://sms4smile.com/quotes/shauna-niequist/to-all-the-secret-writers-late-night-painters-would-be-singers-lapsed/) [Shauna Niequist](https://sms4smile.com/quotes/author/shauna-niequist/) > [A little bit more than 50% of what you see on screen is handcrafted and the other 50% was about emulating these textures on…](https://sms4smile.com/quotes/alex-abreu/a-little-bit-more-than-50-of-what-you-see-on-screen-is-handcrafted/) [Alex Abreu](https://sms4smile.com/quotes/author/alex-abreu/) > [Well I'm trying to think what I put in... I think I put in 'why?' to see if I'd confuse the computer.](https://sms4smile.com/quotes/karl-pilkington/well-i-m-trying-to-think-what-i-put-in-i-think-i-put-in-why-to-see-if/) [Karl Pilkington](https://sms4smile.com/quotes/author/karl-pilkington/) > [Our brains are great at knowing what to forget. We actually have to teach computers to do the same.](https://sms4smile.com/quotes/kevin-maney/our-brains-are-great-at-knowing-what-to-forget-we-actually-have-to/) [Kevin Maney](https://sms4smile.com/quotes/author/kevin-maney/) > [Nor would anybody suspect. If was one thing all people took for granted, was conviction that if you feed honest figures into a computer,…](https://sms4smile.com/quotes/robert-a-heinlein/nor-would-anybody-suspect-if-was-one-thing-all-people-took-for/) [Robert A. Heinlein](https://sms4smile.com/quotes/author/robert-a-heinlein/) > [In nine months, a group of children left alone with a computer in any language will reach the same standard as an office secretary…](https://sms4smile.com/quotes/sugata-mitra/in-nine-months-a-group-of-children-left-alone-with-a-computer-in-any/) [Sugata Mitra](https://sms4smile.com/quotes/author/sugata-mitra/) > [Why do you do what you do? Why do you dress the way you dress?Why do you do what you do with your time?…](https://sms4smile.com/quotes/tim-conway/why-do-you-do-what-you-do-why-do-you-dress-the-way-you-dress-why-do/) [Tim Conway](https://sms4smile.com/quotes/author/tim-conway/) > [Yeah, I'm a geek. I read sci-fi and I watch sci-fi films. I love my computer and I love to fix it. I'm a…](https://sms4smile.com/quotes/amber-benson/yeah-i-m-a-geek-i-read-sci-fi-and-i-watch-sci-fi-films-i-love-my/) [Amber Benson](https://sms4smile.com/quotes/author/amber-benson/) [Browse all 3,924 Computer quotes ](https://sms4smile.com/quotes/about/computer/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "There are only two industries that refer to their customers as 'users'.", "creator": { "@type": "Person", "name": "Edward Tufte" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/edward-tufte/there-are-only-two-industries-that-refer-to-their-customers-as-users/", "about": { "@type": "Thing", "name": "Computer" }, "@id": "https://sms4smile.com/quotes/edward-tufte/there-are-only-two-industries-that-refer-to-their-customers-as-users/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg", "contentUrl": "https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg", "url": "https://sms4smile.com/quotes/i/113/edward-tufte-10613_computer_there-are-only-two-industries-that-refer_1903568.jpg", "width": 1080, "height": 1080, "caption": "“There are only two industries that refer to their customers as 'users'.” — Edward Tufte", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Edward Tufte", "item": "https://sms4smile.com/quotes/author/edward-tufte/" }, { "@type": "ListItem", "position": 4, "name": "There are only two industries that...", "item": "https://sms4smile.com/quotes/edward-tufte/there-are-only-two-industries-that-refer-to-their-customers-as-users/" } ], "@id": "https://sms4smile.com/quotes/edward-tufte/there-are-only-two-industries-that-refer-to-their-customers-as-users/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```