#24 Best of 2024: What You Liked, and My Own Favorites

Just so that you know. This is not a regular issue of Reflections. This is a reflection on Reflections. It’s a look back at the first seven months and 23 articles since the first newsletter on June 4th.

When I started this newsletter, I just knew I wanted to write more and create space for regular reflection. As I said in the LinkedIn post preceding the first issue, I'm doing this for me, not for you. I could have kept these thoughts in a notes app on my computer and left them there, but—who am I kidding—I’m too much of an exhibitionist for that.

The newsletter format attracted me. I wanted to write short pieces on interesting subjects. Weekly felt just demanding enough, like a pace that would help me develop a habit. A bi-weekly schedule would (probably) have been more challenging; I’d forget about it for a week and then rush something together. And I think I was right. Now, I always have a half-finished draft I’m working on. Something to refine during the week.

That said, as you may have noticed, some articles have been more polished than others. I could have skipped the weeks when I wasn’t ready, but sticking to the habit and shipping on schedule was more important than perfection.

So, how’s it been? What resonated most with you? And, what have I enjoyed most? Here’s a look back.

What You Viewed or Liked the Most

The newsletter is available both on LinkedIn, and on johanberndtsson.com, and I’ve merged the statistics from the two sources to come up with this list. Here are the most popular from 2024:

1. How to Land Your First UX Job. I wrote this in August, hoping to help students land their first UX job as soon as they finish their studies. It’s the most-viewed article from 2024, and although the job market is tough, I think it may have inspired people to at least start networking early (perhaps the most critical success factor), not least since I’ve noticed an uptake in the number of students who reach out for an online coffee. ☕️
2. Skip the Research, We Already Know Our Users. Dealing with challenging interactions with, e.g. decision-makers, has been a popular topic in general, and this is the most viewed of the five (!) articles I wrote on this subject last year. Personally, I think User Research as Risk Management is better and more useful, but hey, who am I to question your taste? 😉
3. I Hate People… But I Love Money. This was a walk down memory lane from a meeting with a CEO almost 25 years ago. Hopefully, this story can help those who need it to explain how human-centred design is crucial for business success. If nothing else, I was happy to see Emma Tarandi and Rickard Strömbäck use the article in one of their presentations. 😊
4. Thirty Years of Entrepreneurship. Last year, it was 30 years since I started my first company. Looking back at this article, I’m slightly embarrassed. Yes, I’m happy I wrote it, but it’s a bit too cheezy and too centred on… me. Anyway. The takeaway, and what sparked a lot of conversation, is the importance of mentors and supporters who help you along the way. Roger Wallfors was extremely important to me all those years ago, and I am forever grateful for his support. 🥰
5. Seven Predictions for 2025. This was the very last issue before the winter break. It was a hard one to write, not for the predictions, but because of how trivial they seemed in a world where so many things seem to be falling apart. Two months earlier, I had written about the US elections and my hope for Harris/Walz, and then a couple of weeks later, I wrote the Designer’s Guide to Saving the World. Going from that to predicting, e.g., the rise of Voice User Interfaces, Peak Figma, and a slowly recovering job market just seemed… petty. But life must go on, and I guess predictions are popular. 🤷

My Own Favorites

Of course, I enjoyed writing most of the articles, but a few stood out, for different reasons.

1. Profits, AI-Driven Growth, and the Silver Lining. A conversation with an entrepreneur about VC expectations on AI-driven revenue growth somehow turned into a broader reflection on resilience and opportunity in challenging job markets. I enjoyed the insights from the conversation, and as I wrote in the article, I really do believe that the current crisis, just like the dot-com bust, will give rise to numerous new and successful companies.
2. Want to Impress? Trust the Process. There’s nothing like sharing your mistakes and flaws. It’s both embarrassing and cathartic at the same time. I genuinely feel that sharing this one has helped me do better. Yet, I still made the same mistake just last week… I guess I have to work on this one during 2025 as well.
3. Google’s Altavista Moment. The world has gone completely mad over generative AI. Still, beyond the hype (and if we find a sustainable way to handle, e.g., bias, energy consumption, and IP rights), this technology has many fascinating uses. One of them is Search, and I still believe that Perplexity is doing a stellar job compared to Google.
4. Without Purpose, I Suck. The very first issue of Reflections, and the one that I wrote ten different versions of before publishing. Also the one with the message that really is the most important to me. Without purpose – a "why" – I'm not even half as good as I can be. In fact, without purpose, I suck.
5. Your Ears, Not Your Eyes: Augmented Reality is Already Here. This is one of last year's least viewed and least liked articles, but I loved writing it. I’m a tech nerd at heart, and I still believe we’re missing out by focusing so much on glasses for AR instead of earbuds and sensors. I’m looking forward to seeing how this space develops.

Going Forward

When I started this newsletter seven months ago, I had no idea I’d have more than 1000 subscribers before the end of the year and that almost 80% of you would read (or at least view) each issue the same day it is published. I’m incredibly grateful for your time and attention.

Of course, I have many thoughts on future subjects, but I’d also love to hear from you.

• How can I make Reflections more valuable to you?
• What topics would you like me to cover?
• Which articles from 2024 resonated most with you, and why?

If you get this via e-mail, hit “Reply” and share your thoughts (or e-mail me on [email protected] . If you’re reading this on LinkedIn, feel free to comment or DM me.

Again. Thank you for your time and attention. ❤️