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

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

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 history is any indication, we should assume that any technology that is going to have a significant impact over the next 10 years is already 10 years old!

The fundamental thing about sketching is that it isabout asking not telling

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

If I can see it, it's a failure