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.

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.

A lot of what we are doing is getting design out of the way.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

We're very genuinely designing the best products that we can for people.

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

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