What We Don't Include Is As Important

Objects And Their Manufacture Are Inseparable, You Understand A Product If You Understand How It's Made.

Simplicity Is Not The Absence Of Clutter, That's A Consequence Of Simplicity. Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product. The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

We Are Really Pleased With Our Revenues But Our Goal Isn't To Make Money. It Sounds A Little Flippant, But It's The Truth. Our Goal And What Makes Us Excited Is To Make Great Products. If We Are Successful People Will Like Them And If We Are Operationally Competent, We Will Make Money.

Really Great Design Is Hard. Good Is The Enemy Of Great. Competent Design Is Not Too Much Of A Stretch. But If You Are Trying To Do Something New, You Have Challenges On So Many Axes.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.