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.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

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

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

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

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.