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.

We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of values. And what preoccupies us is that sense of care, and what our products will not speak to is a schedule, what our products will not speak to is trying to respond to some corporate or competitive agenda. We’re very genuinely designing the best products that we can for people.

The quest for simplicity has to pervade every part of the process. It really is fundamental.

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

One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.

We don't do focus groups - that is the job of the designer. It's unfair to ask people who don't have a sense of the opportunities of tomorrow from the context of today to design.

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