Every product designer and developer should read this book. 
Discussion
⚡️Krug gets it.
I don't like. Cause this rules and tips reinforces invasive marketing stratagems, which use mental triggers to attract and "arrest" users.
I'm a ux writer and ux researcher 😊
Still, valuable and pretty accessible 101 into UX.
The title is little paternalistic, clickbaity advice, but the lessons and visual explanations are pretty good and in describing the good and proven user behavior/interaction patterns.
This book sends the wrong message. It's not that users don't want to think, it's that they are too busy to deal with your UI.
Users are doing 1000 other things in the day and they don't have time for your bullshit.