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.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

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

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

Its difficult to do something radically new, unless you are at the heart of a company.

I left London in 1992, but I'm there 3-4 times a year, and love visiting.