Ban the word "re-design"

Interesting thought from Louis Rosenfeld via David King. It's not that we don't do this, it's just that we may not think about it this way. The RSS feed from David's site is short and can be quoted here. (http://www.davidleeking.com/2007/02/20/design-for-your-audience/)

Louis Rosenfeld has started a 5-part series on Information Architecture. Part one includes this:

Step #1: Ban the word “redesign” from your meetings.
Step #2: Determine who your most important audiences are.
Step #3: Determine each primary audience’s 3-5 major needs.
Step #4: Make damned sure your site addresses each of those needs.

Great words of wisdom, I think! Now… who are your library’s most important audiences?