Simplicity Is Really Hard.

Making The Solution Seem So Completely Inevitable And Obvious, So Uncontrived And Natural - It's So Hard!

We Don't Do Focus Groups - That Is The Job Of The Designer. It's Unfair To Ask People Who Don't Have A Sense Of The Opportunities Of Tomorrow From The Context Of Today To Design.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.

A Small Change At The Beginning Of The Design Process Defines An Entirely Different Product At The End.