If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

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

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

A small change at the beginning of the design process defines an entirely different product at the end.

People's interest is in the product, not in its authorship.

If something is going to be better, it is new, and if it's new you are confronting problems and challenges you don't have references for.