A heuristic is not a hard rule that is guaranteed and mathematically proven to be cor‐ rect in 100% of cases. Rather, it’s a rule of thumb: not guaranteed to be perfect, yet sufficient for one’s immediate goals. In other words, using heuristics is an effective problem-solving approach that ignores the noise inherent in many cues, focusing instead on the “swamping forces” reflected in the most important cues.1

The heuristics presented in this chapter focus on the essential properties of the differ‐ ent business domains and on the essence of the problems addressed by the various design decisions.

1 Gigerenzer, G., Todd, P. M., & ABC Research Group (Research Group, Max Planck Institute, Germany). (1999). Simple Heuristics That Make Us Smart. New York: Oxford University Press.