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.
The absence of clutter is just a clutter-free product. That's not simple.
We say no to a lot of things so we can invest an incredible amount of care on what we do.
To do something innovative means that you reject reason.
Really great design is hard. Good is the enemy of great.
Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!