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.

Very often design is the most immediate way of defining what products become in people's minds.

People's interest is in the product, not in its authorship.

There's no learning without trying lots of ideas and failing lots of times.

A small change at the beginning of the design process defines an entirely different product at the end.

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

If something is not good enough, stop doing it.