My motto is very personal and may not fit anyone else or any other company. It is: Don't do anything that someone else can do. Don't undertake a project unless it is manifestly important and nearly impossible.

Anything worth doing is worth doing to excess.

There is no such thing as group originality, group creativity or group perspicacity.

Politeness is the poison of collaboration.

Creativity is the sudden cessation of stupidity.

Someone is going to make your product obsolete. Make sure it's you.

The process must be concealed from - non-existent for - the photographer, who by definition need think of the art in the taking and not in the making photographs... In short, all that should be necessary to get a good picture is to take a good picture.