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" It's difficult to do something radically new, unless you are at the heart of a company. "

Related Quotes:

" 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. "

" It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face. "

" Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth. Our goal, and what gets us excited, is to try to make great products. "

" One person's car is another person's scenery. "

" Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include. "

" Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple. "

" Once, even the simple metal needle challenged the conventional thinking of a time. "

" We won't do something different for different's sake. Designers cave in to marketing, to the corporate agenda, which is sort of, 'Oh, it looks like the last one; can't we make it look different?' Well no, there's no reason to. "

" The thing with focus is that it's not this thing you aspire to, like, 'Oh, on Monday I'm going to be focused.' It's every single minute: 'Why are we talking about this when we're supposed to be talking about this?' "

" When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture. "

" That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one. "

" Our goal is simple objects, objects that you can't imagine any other way. "

" If doing anything new, you're very used to having insurmountable obstacles. "

" I think it's important that we learn how to draw and to make something and to do it directly. To understand the properties you're working with by manipulating them and transforming them yourself. "

" If something is not good enough, stop doing it. "

Not Good Enough

" There are 9 rejected ideas for every idea that works. "

" To design something really new and innovative you have to reject reason. "

" I get an incredible thrill and satisfaction from seeing somebody with Apple's tell-tale white earbuds. But I'm constantly haunted by thoughts of, is it good enough? Is there any way we could have made it better? "

" If you expect me to buy something where all I can sense is carelessness, actually I think that is personally offensive. "

" I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make. "

" Eight years of work can be copied in six months. It wasn't inevitable that it was going to work. A stolen design is stolen time. "

" There is beauty when something works and it works intuitively. "

" I always like when you start to use something with a little less reverence. You start to use it a little carelessly, and with a little less thought, because then, I think, you're using it very naturally. "

" There's no other product that changes function like the computer. "

" 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. "

Not Good Enough

" I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first. "

" Different' and 'new' is relatively easy. Doing something that's genuinely better is very hard. "

" We won't be different for different's sake. Different is easy... make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda. "

" When you're doing something for the first time, you don't know it's going to work. You spend seven or eight years working on something, and then it's copied. I have to be honest: the first thing I can think, all those weekends that I could have at home with my family but didn't. I think it's theft, and it's lazy. "

" When you do everything to make the very best product, it also means you're very focused on just a few products. "