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

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

At the start of the process the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people.

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. Competent design is not too much of a stretch. But if you are trying to do something new, you have challenges on so many axes.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

To do something innovative means that you reject reason.