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’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.

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.

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

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 no learning without trying lots of ideas and failing lots of times.

The best design explicitly acknowledges that you cannot disconnect the form from the material - the material informs the form.