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" The idea of designing something that is like something else is incredibly uninteresting and boring. "

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" Steve Jobs changed my life. He also changed the life of every designer. "

" Design is a tool that either allows us to create new markets or disrupt existing ones. "

" 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. "

" I truly believe that we're about to enter a second golden age of design. The first one was in the '50s and '60s, when designers like Raymond Loewy, Charles Eames, George Nelson and Dieter Rams were shepherds of the brands they were working with. They had influence over the products and how companies communicated and promoted themselves. "

" The biggest challenge is that when people look at low price point products, they essentially invest less money in development, innovation, and new technology. And in order to innovate at a lower price point, and make sustainability attainable to the masses, you have to invest more. But that's counterintuitive for a lot of businesses. "

" 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.' "

" I imagine a future with no waste; material innovations have already become exponentially more vast, and I do think the future needs to be cradle to cradle. If designed properly, one product could be used for many years before needing to be recycled, or its components reused. "

" 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. "

" 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. "

" I know it's a cliche, but I see myself as a citizen of the world. I was brought up in Switzerland by German and Turkish parents but I've very much grown up in San Francisco. I have a European sense of aesthetic, but I'm also deeply steeped in the notion of change and entrepreneurship that is associated with Silicon Valley. "

" 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. "

" I truly believe that everything Sci-fi taught me as a child about an efficient and wondrous world will be happening in my lifetime. "

" Advertising is the price companies pay for being unoriginal. "

" Design needs a new relationship with the world, one that is more focused on our planet's needs. "

" 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. "

" An ideal day for me is a combination of a fun-exciting creative moment with work partners, some laughs and games with my kids, a good surf session, and great conversation with friends around a meal. "

" 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. "

" 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. "

" 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. "

" Sometimes you can find peace of mind by transferring yourself to different situations. They're just reminders to stay... calm. "

" 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. "

" The Swiss can be very difficult. "

" 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. "

" 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. "

" Kodak has always represented innovation that is approachable while delivering the craft of filmmaking. "

" Consumers want products that tell stories, have magic, and inspire. "

" 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. "

" Everything has yet to be invented. I never say 'green' - I say 'greener.' It's greener simply because this is a continuum of change, improvement and discovery. "

" My mantra is: 'Good design accelerates the adoption of new ideas.' "

" Every tech product on the body like Jawbone or in the home like August is different. But there are definitely principles that apply across the board for me, such as integration in everyday life and discretion. "