Guideline Dogma
http://www.system-concepts.com/articles/article0098.html

System Concepts
2005

Abstract:

Nobody would deny that usability guidelines, applied in context by a usability professional, are extremely valuable in guiding a website evaluation. The problem occurs when non-professionals apply these guidelines out of context. This can result in an unimaginative site that looks bland and homogenous. To design usable sites that truly engage customers we need to replace simple guidelines with a customer-centred design process.