Ultimately, we are deluding ourselves if we think that the products that we design are the ‘things’ that we sell, rather than the individual, social and cultural experience that they engender, and the value and impact that they have. Design that ignores this is not worthy of the name.

If you want toget the most outof a sketch, youneed to leave bigenough holes forthe imaginationto fit in.

If I can see it, it's a failure

My thesis [is] that in order to design a tool, we must make our best efforts to understand the larger social and physical context within which it is intended to function

Our job is not to answer questions, its to ask the right questions...that get us to the right answer.

The experience is about how we get there, not the landing place.

The only way to engineer the future tomorrow is to have lived in it yesterday.