We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

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 think subconsciously people are remarkably discerning. I think that they can sense care.

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.

Different and new is relatively easy. Doing something thats genuinely better is very hard.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.