If Something Is Not Good Enough, Stop

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

Our Goal Is To Try To Bring A Calm And Simplicity To What Are Incredibly Complex Problems So That You're Not Aware Really Of The Solution.

There's No Other Product That Changes Function Like The Computer.

So Much Of What We Try To Do Is Get To A Point Where The Solution Seems Inevitable: You Know, You Think "of Course It's That Way, Why Would It Be Any Other Way?" It Looks So Obvious, But That Sense Of Inevitability In The Solution Is Really Hard To Achieve.

Simplicity Is Really Hard.