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

A lot of what we are doing is getting design out of the way.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

If something is not good enough, stop doing it.

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

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.

The memory of how we work will endure beyond the products of our work.