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

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" So much of my background is about making: physically doing it myself. "

" Good is the enemy of great. "

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

Not Good Enough

" 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. "

" One thing most people don't know is that Steve Jobs is an exceptional designer. "

" It's easy to assume that just because you make something in small volumes, not using many tools, that there is integrity and care - that is a false assumption. "

" When something exceeds your ability to understand how it works, it sort of becomes magical. "

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

" Perhaps I'd like to design cars, but I don't think I'd be much good at it. "

" If you are truly innovating, you don't have a prototype you can refer to. "

" 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. "

" 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. "

" 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. "

" As a kid, I remember taking apart whatever I could get my hands on. "

" What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable. "

" I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making. "

" 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. "

" It is sad that so many designers don't know how to make. CAD software can make a bad design look palatable! It is sad that four years can be spent on a 3D design course without making anything! People who are great at designing and making have a great advantage. "

" 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. "

" My focus is incredibly narrow. I can't talk with any authority other than design and development of product. "

" Unless we understand a certain material - metal or resin and plastic - understanding the processes that turn it from ore, for example - we can never develop and define form that's appropriate. "

" 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. "

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

" We all use something - you can't drill holes with your fingers. Whether it's a knife, a needle, or a machine, we all need the help of a device. "

" What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. "

" When we started work on the iPhone, the motivation there was we all pretty much couldn't stand our phones, and we wanted a better phone. "

" 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. "

" I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet. "

" The form of computers has never been important, with speed and performance being the only things that mattered. "

" When you feel that the way you interpret the world is fairly idiosyncratic, you can feel somewhat ostracized and lonely. "