I think subconsciously people are remarkably discerning. I think that they can sense care.

When something exceeds your ability to understand how it works, it sort of becomes magical.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

Really great design is hard. Good is the enemy of great.

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

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.

If you are truly innovating, you don't have a prototype you can refer to.