• The mobile web works, but it's not working for you.

• If you want to know about restaurants near you, you have to ask for it. If you want to know about concerts near you, you have to ask for it. But your phone already knows so much about you (where you are, what you like, etc.), shouldn't it be able to tell you about these things without you asking for it?

• We should start building smartphone applications that live up the hype of being on a "smart" phone.

• Instead of making your users ask for things, you should tell them things. This requires a great deal of personalization, but that's for the next slide.

• Why should you be telling your users things? Because the working memory of the average human can remember 5-7 things at any give time. This includes everything from remembering to buy milk, to finishing things for work, to answering the last text message you received. So remembering that you wanted to use an app to look up something (or remember to use an app at all) might not make the memory-cut.

• And even if people do remember to search for something, there's no guarantee that they'll find what they're looking for. In fact a lot of the time, as Steve Jobs famously said, "people don't know what they want until you show it to them."

• So keep showing your users things because 1.) they might forget to look and 2.) they don't know what to look for.

• You can't have a personalized app without using a graph-database to make recommendations. Graphs enable you to make connections that flat-databases inherently can't make. For example, a flat-database will just store the interests "rock", "rap", and "reggae" and only find content that fit those descriptions. But a graph-database can find content that is related to any combination of the three while also inferring entirely new interests related to them.

* But you can't just put everything in a graph and expect magic. You have to use the database right. Finding a rock band whose lead-singer raps and not sings is a correct application. But an excellent application is finding a neo-soul band that your friends like that has heavy rock and reggae influences but with staccato vocals much like a rapper.

*Alexander Flemming threw away a petri dish thinking his efforts were going nowhere. A few days later, he noticed that petri dish had a mold on it that was eating all the bacteria around it. He had discovered penicillin. Good thing he didn't take out the trash. The lesson: collect everything and don't throw any of your data away; you'll never know what kind of mold will grow on it down the road.

• You'll find that even if you highly personalize the web, there will still be a lot of content and information you want to show to your users.

• Showing your users everything will just make them run away in horror. Deliver content one small dose at a time.

• Write-out the steps it takes for a user to open your app and see the content they're looking for. Then build to eliminate as many of those steps as possible. If you did it right, you'll put your users one tap or swipe away from seeing what they want to see.

• 'Don't use one word where no words will do'--If the simplest you can get a process to be is no process at all, you're a product-God.

Check it out at fantasticapp.co