Only the most sophisticated of beings can lie and cheat, and get away with it.

It was always amusing to be inside Apple and read what journalists said we were doing

The current paradigm is so thoroughly established that the only way to change is to start over again.

Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

A good designer will actually design the company.

Knowing how people will use something is essential