Very Often Design Is The Most Immediate

Apple Stood For Something And Had A Reason For Being That Wasn't Just About Making Money.

Its Difficult To Do Something Radically New, Unless You Are At The Heart Of A Company.

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

Perhaps I'd Like To Design Cars, But I Don't Think I'd Be Much Good At It.

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.