Simplicity is really hard.

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

The nature of having ideas and creativity is incredibly inspiring.

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.

Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.

It feels like each time we are beginning at the beginning, in a really exciting way.

The most important thing is that you actually care, that you do something to the very best of your ability