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.

When something exceeds your ability to understand how it works, it sort of becomes magical.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

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

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.

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

The word design is everything and nothing. The design and the product itself are inseparable.