We are thrilled to introduce new Core77 columnist Don Norman, a design luminary whose books, lectures, and provocations have inspired countless designers, design students, and design thinkers. Don is both a businessperson (VP at Apple, Executive at HP) and an academic (Harvard, UC San Diego, Northwestern, KAIST). He is co-founder of the Nielsen Norman Group where he helps companies make products more enjoyable, understandable, and profitable. His books--required reading for designers--include "The Design of Everyday Things" and "Emotional Design," and his newest book, "Living with Complexity" (to be published in October), argues against simplicity: "The world is complex," says Norman, "and our tools must match the world. Moreover, people don't really want simplicity (no matter what they say), they want understanding." He lives in Evanston, IL, Palo Alto, Ca, and Daejeon, S. Korea, but he can always be found at www.jnd.org.