Perhaps I'd Like To Design Cars, But

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

True Simplicity Is, Well, You Just Keep On Going And Going Until You Get To The Point Where You Go... Yeah, Well, Of Course.

One Of The Hallmarks Of The Team Is This Sense Of Looking To Be Wrong. It's The Inquisitiveness, And Sense Of Exploration. It's About Being Excited To Be Wrong, Because Then You've Discovered Something New.

If You Are Truly Innovating, You Don't Have A Prototype You Can Refer To.