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" Advertising is the price companies pay for being unoriginal. "
Yves Behar
Being
Advertising
Price
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" My mantra is: 'Good design accelerates the adoption of new ideas.' "
Yves Behar
New
Ideas
Good
" It's not about putting a speaker in a chair or putting a TV in a bed. That's not how technology and the home intersect. For me, it's about sensors, about the home knowing where you are. "
Yves Behar
You
Technology
Me
" The Swiss can be very difficult. "
Yves Behar
Swiss
Very
Difficult
" I never felt truly at home in Switzerland. "
Yves Behar
Truly
Never
Home
" Our principal role as designers is to accelerate new ideas and the adoption of new ideas. "
Yves Behar
New
Role
Principal
" Design certainly has a cosmetic, aesthetic aim. It always aims at making things beautiful. But relevance is just as important. I often say, 'If it isn't ethical, it can't be beautiful. But if it isn't beautiful, it probably shouldn't be at all.' "
Yves Behar
Important
Design
Beautiful
" I think every business, really, has a unique reason for being, unique assets, unique attributes, a unique history. And that can be turned into a very attractive design story, essentially, that consumers can relate to. "
Yves Behar
Story
History
Business
" Fuseproject was founded in 1999, and the notion behind it, which is alive and kicking today, is fusing different disciplines. Our teams are absolutely incredible at their own discipline, but most importantly, they're incredible at partnering with each other. "
Yves Behar
Own
Today
Alive
" Design needs a new relationship with the world, one that is more focused on our planet's needs. "
Yves Behar
Relationship
More
Design
" Kodak has always represented innovation that is approachable while delivering the craft of filmmaking. "
Yves Behar
Innovation
Craft
Filmmaking
" Steve Jobs changed my life. He also changed the life of every designer. "
Yves Behar
Life
My Life
Changed
" What I learned from my years in Silicon Valley is that design can have a primary role in how a business is shaped, how a company can be design-driven. In my experience of large industry in Europe, that knowledge has been lost. "
Yves Behar
Knowledge
Business
Design
" Sometimes you can find peace of mind by transferring yourself to different situations. They're just reminders to stay... calm. "
Yves Behar
Find
Calm
Yourself
" I am extraordinarily fascinated by the future of technology. We are in the early infancy of technology, and we have an opportunity to guide how technology develops and integrates into our lives. I talk a lot about the 'invisible interface,' or the idea that we can utilize technology without being absorbed into a screen. "
Yves Behar
Opportunity
Future
I Am
" For each project I do, I try to surprise myself, do the unexpected, and change my own status quo. From the One Laptop Per Child, the Herman Miller Sayl, or the latest Movado watch collection, there is always an insecurity about being able to do something important. I think each of those projects makes me feel like we have progressed. "
Yves Behar
Change
Child
Insecurity
" Integrating breakthrough technology into everyday products is always a challenge; at the same time, this is exactly how design makes tech products easily adoptable in life. "
Yves Behar
Time
Life
Challenge
" The idea of designing something that is like something else is incredibly uninteresting and boring. "
Yves Behar
Boring
Something
Idea
" The best design work is really done when you spend more time with people, when you have the opportunity to be of the same mindset and the same incentives as the founder of the business. "
Yves Behar
Time
Work
Best
" When clients come to my design agency and say 'I want to be the Apple of this or that,' we say 'Okay, are you ready to be the Steve Jobs?' Few are up to the task. "
Yves Behar
Ready
Say
Want
" Design accelerates the adoption of new ideas. And many of these ideas are important for designers to show that there is a way. When you see things through that lens, you realize it applies to any industry and any form of design. "
Yves Behar
Important
Design
Ideas
" If you don't love something, it's not functional, in my opinion. "
Yves Behar
Love
You
Something
" The next step for me with the Up is how it talks with the rest of the home. It's an object that can tell the home where I am and what I'm doing. "
Yves Behar
Step
Rest
Me
" When I first came to the Bay area, I worked in Silicon Valley in the early to mid-'90s, and I think what mattered then was our ability as designers to create a vision around people's ideas. "
Yves Behar
Vision
Early
Think
" I'm interested in technology for the masses. Good tech design should not just be for enthusiasts but for the general public. It should be something that touches everyone. "
Yves Behar
Design
Technology
Just
" What got me really excited about Tylko is the fact that it bridges the gap between tradition and technology. It expands the designer's ability to create a language, to create ideas, to create a set of proportions, a set of details, and to apply those across a really wide range of applications. "
Yves Behar
Language
Technology
Details
" The notion of 'reduce and refine' is one I've pursued. I truly believe that by making things less complex, by finding innovative ways to make sustainability affordable, we can advance the notion that it is possible. "
Yves Behar
Believe
Things
Sustainability
" I have been working with Hive, part of British Gas, on reinventing the thermostat. Now you can control your heating at the press of a button on your phone. As I say, design should permeate every part of society. "
Yves Behar
Control
Design
Phone
" I am always looking for ways to move technology away from being over-featured. Moving to Silicon Valley in the mid-1990s meant I grew up as a designer in an environment where technology is a tool and not a means to an end. I believe that design should be driven by ideas, not style. "
Yves Behar
Looking
I Am
Technology
" I wanted to be a writer as a teen... so storytelling was my first love. In my late teens, design became an obsession as I realized that I could express myself through the medium. Much later, when I founded Fuseproject in 1999, our slogan became 'design brings stories to life.' "
Yves Behar
Love
Life
Myself
" I am passionate about what design can do - how far it can support the new ideas and the new ways of living of this 21st Century. Good design accelerates this exciting future where manufacturing is local, materials and processes are cradle to cradle, business models are both socially and financially driven. "
Yves Behar
Support
Business
Future