Really Great Design Is Hard. Good Is

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

I Am Keenly Aware That I Benefit From A Wonderful Tradition In The Uk Of Designing And Making.

It Feels Like Each Time We Are Beginning At The Beginning, In A Really Exciting Way.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.