We don't do focus groups - that is the job of the designer.
Really great design is hard. Good is the enemy of great.
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.
What we make testifies who we are. People can sense care and can sense carelessness.
Simplicity is somehow essentially describing the purpose and place of an object and product.
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.