We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

If you are truly innovating, you don't have a prototype you can refer to.

I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.

We say no to a lot of things so we can invest an incredible amount of care on what we do.

People's interest is in the product, not in its authorship.

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

The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.