We Don't Do Focus Groups - That

The Nature Of Having Ideas And Creativity Is Incredibly Inspiring.

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

We’re Surrounded By Anonymous, Poorly Made Objects. It’s Tempting To Think It’s Because The People Who Use Them Don’t Care - Just Like The People Who Make Them. But What We’ve Shown Is That People Do Care. It’s Not Just About Aesthetics. They Care About Things That Are Thoughtfully Conceived And Well Made. We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

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

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