Having control is just the least common denominator. Sure, in the end, people want other things and control is just a basic tool to reach a goal, but as long a

Having control is just the least common denominator. Sure, in the end, people want other things and control is just a basic tool to reach a goal, but as long as we are not 100% sure what they want we will hold them back on their way to reach their goal if we take away their control. - First, give users control (enable them to reach their goal, whatever that might be). - Second, reason about what their goals are and make those easy to achieve (reduce friction, without taking the control away).