Simplification is one of the most difficult things to do.

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

There are 9 rejected ideas for every idea that works.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

There are a thousand no's for every yes.