It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

If you are truly innovating, you don't have a prototype you can refer to.

As a kid, I remember taking apart whatever I could get my hands on.

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.

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.