Simplification Is One Of The Most Difficult

I Think It’s A Wonderful View That Care Was Important – But I Think You Can Make A One-off And Not Care And You Can Make A Million Of Something And Care. Whether You Really Care Or Not Is Not Driven By How Many Of The Products You’re Going To Make.

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.

At The Start Of The Process The Idea Is Just A Thought - Very Fragile And Exclusive. When The First Physical Manifestation Is Created Everything Changes. It Is No Longer Exclusive, Now It Involves A Lot Of People.

The Memory Of How We Work Will Endure Beyond The Products Of Our Work.

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.