There Are 9 Rejected Ideas For Every

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

Designing And Developing Anything Of Consequence Is Incredibly Challenging.

To Design Something Really New And Innovative You Have To Reject Reason.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.