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

There are 9 rejected ideas for every idea that works.

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

The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.

To do something innovative means that you reject reason.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.