I’ve got a few great questions that ask (often with great passion) if this PET Design is really new. They suggest I am churning up old stuff and claiming it is a new wave of the information age (for purposes of wealth, fame, and perhaps acclaim from my Mother). So lets be clear. PET Design is not an all new skill set HFI suddenly invented. John Watson applied psychology to persuasion at JWT in the 1920s! In fact I personally published on the topic on online PET Design in 1981. The area of online persuasion is NOT new, but its time is now.
The point I am making is that just now PET Design is becoming the differentiator. It is routine to have good functional hardware and software. We are now getting near a point where it is routine to have usable offerings. As usability becomes a commodity, usability is no longer enough. To win in the market you need great hardware, software, and usability. But you must also design to optimize persuasion.