To design something really new and innovative you have to reject reason.

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 think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

We don't do focus groups - that is the job of the designer.

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

There are 9 rejected ideas for every idea that works.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.