There Are A Thousand No's For Every

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.

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

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

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

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.