Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.

Simplification is one of the most difficult things to do.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.

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

Simplicity is somehow essentially describing the purpose and place of an object and product.

Simplicity is really hard.

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