As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

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

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

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

There are 9 rejected ideas for every idea that works.

Simplicity is not the absence of clutter.