But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

A beautiful product that doesn't work very well is ugly.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

What we don't include is as important as what we do include.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

There are 9 rejected ideas for every idea that works.

Simplicity is really hard.