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

Simplification is one of the most difficult things to do.

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

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

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.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care - just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity - for giving a damn.

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