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

Simplification is one of the most difficult things to do.

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

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

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