I think subconsciously people are remarkably discerning. I think that they can sense care.
Apple's Jony Ive describes his "fanatical" approach to design in new interview
We don't do focus groups - that is the job of the designer.
Simplification is one of the most difficult things to do.
The quest for simplicity has to pervade every part of the process. It really is fundamental.
To design something really new and innovative you have to reject reason.