We Don't Do Focus Groups - That

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.

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.

The Word Design Is Everything And Nothing. The Design And The Product Itself Are Inseparable.

It's Very Easy To Be Different, But Very Difficult To Be Better.

The Best Design Explicitly Acknowledges That You Cannot Disconnect The Form From The Material - The Material Informs The Form.