You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

We try to solve very complicated problems without letting people know how complicated the problem was.

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.

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

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

Design is a word that's come to mean so much that it's also a word that has come to mean nothing.

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.