This post from Marco Arment, about a less-than-stellar expe­ri­ence his grand­par­ents had at an Apple Store, is such an impor­tant les­son to learn:

 It wouldn’t be the first time a tech­nol­ogy expert lacked empa­thy for a cus­tomer, or made bad assump­tions about what would be fast and easy for the cus­tomer to do on his own — espe­cially when decid­ing to per­form an easy, pre­dictable, cure-all “restore”.

Reminds me of some­thing I wrote ear­lier this year about ask­ing ques­tions and avoid­ing assump­tions. Spending the time to do some­thing right mat­ters much more than doing it quickly.