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

We don't do focus groups - that is the job of the designer.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

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.

It's very easy to make something that is new. So we are trying to make things that are better.

The absence of clutter is just a clutter-free product. That's not simple.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.