Simplification Is One Of The Most Difficult

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.

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

Simplicity Is Really Hard.

We Don't Do Focus Groups - That Is The Job Of The Designer.

The Computer Industry Is Creatively Bankrupt.