It's very easy to make something that is new. So we are trying to make things that are better.

The most important thing is that you actually care, that you do something to the very best of your ability

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

The best ideas start as conversations.

The nature of having ideas and creativity is incredibly inspiring.

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.

It's very easy to be different, but very difficult to be better.