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.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

Simplicity is not the absence of clutter.

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.

So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.

It's very easy to make something that is new. So we are trying to make things that are better.

As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.