Hi Simon, I attended the presentation yesterday at Torrey Pines. Great Presentation. My take away - Barbarians at the Gate - Designers trying to break in to the IT Citadel Personas to be used more. Each application should be designed / architected with 3-7 personas that cover all the use cases Definition of Architecture Start Designing / Architecting applications with a Rich Client Interface and good user experience or scramble in 3 years time to catch up Thanks soma