If Something Is Not Good Enough, Stop

To Design Something Really New And Innovative You Have To Reject Reason.

I’m Always Focussed On The Actual Work, And I Think That’s A Much More Succinct Way To Describe What You Care About Than Any Speech I Could Ever Make.

Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

As Consumers We Are Incredibly Discerning, We Sense Where Has Been Great Care In The Design, And When There Is Cynicism And Greed.