If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.

I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.

That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities.

The goal of Apple is not to make money but to make really nice products, really great products.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

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.

The nature of having ideas and creativity is incredibly inspiring.