We don't do focus groups - that is the job of the designer.

It feels like each time we are beginning at the beginning, in a really exciting way.

Very often design is the most immediate way of defining what products become in people's minds.

With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.

I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.

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.

Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.