It's very easy to be different, but very difficult to be better.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

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.