Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
Jonathan IveWe 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.
Jonathan IveTitles or organizational structures, thatโs not the lens through which we see our peers.
Jonathan IveWhen you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.
Jonathan Ive