What We Don't Include Is As Important

The More I Learnt About This Cheeky - Almost Rebellious - Company, The More It Appealed To Me, As It Unapologetically Pointed To An Alternative In A Complacent And Creatively Bankrupt Industry. Apple Stood For Something And Had Reason For Being That Wasn't Just About Making Money.

A Beautiful Product That Doesn't Work Very Well Is Ugly.

We Don't Do Focus Groups - That Is The Job Of The Designer.

Different And New Is Relatively Easy. Doing Something Thats Genuinely Better Is Very Hard.

But One Of The Things That Really Irritates Me In Products Is When I'm Aware Of Designers Wagging Their Tails In My Face.