What We Don't Include Is As Important

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.

Being Superficially Different Is The Goal Of So Many Of The Products We See... Rather Than Trying To Innovate And Genuinely Taking The Time, Investing The Resources And Caring Enough To Try And Make Something Better.

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.

I Get An Incredible Thrill And Satisfaction From Seeing Somebody With Apple’s Tell-tale White Earbuds. But I’m Constantly Haunted By Thoughts Of, Is It Good Enough? Is There Any Way We Could Have Made It Better?

There Are 9 Rejected Ideas For Every Idea That Works.