The most important thing is that you actually care, that you do something to the very best of your ability

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

To do something innovative means that you reject reason.

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

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.