The next exercise involved translating user attention into points. Each element added to the homepage cost a minimum of one point. If a team decided that more attention should be paid to one item over another, that item would require more points. They could remove elements, but any item included had to cost at least one point of the seventeen points I gave them to spend.

Within a few minutes the complaints started: “This is impossible. We don’t have enough points.” I smiled and simply explained that this is the nature of how users behave online.