Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

The memory of how we work will endure beyond the products of our work.

It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.

Really great design is hard. Good is the enemy of great.

Very often design is the most immediate way of defining what products become in people's minds.

Really great design is hard. Good is the enemy of great. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.