To do something innovative means that you reject reason.

The computer industry is creatively bankrupt.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.

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.

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.

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.