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

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

There are a thousand no's for every yes.

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

What we make testifies who we are. People can sense care and can sense carelessness.

Designing and developing anything of consequence is incredibly challenging.

Its difficult to do something radically new, unless you are at the heart of a company.