We Don't Do Focus Groups - That

Really Great Design Is Hard. Good Is The Enemy Of Great.

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

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

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.

Apple Was Very Close To Bankruptcy And To Irrelevance [but] You Learn A Lot About Life Through Death, And I Learnt A Lot About Vital Corporations By Experiencing A Non-vital Corporation. You Would Have Thought That, When What Stands Between You And Bankruptcy Is Some Money, Your Focus Would Be On Making Some Money, But That Was Not [steve Jobs’] Preoccupation. His Observation Was That The Products Weren’t Good Enough And His Resolve Was, We Need To Make Better Products. That Stood In Stark Contrast To The Previous Attempts To Turn The Company Around.