You can build an ordinary hot dog stand or you can build a spectacular one, and you can do it sometimes without that much difference in money - if somebody thinks about it.

Creativity has to do with what came before you immediately, not what came before you a long time ago.

I think Apple is a wonderful example of spectacular marketing and I love having my iPod. There are the naysayers who say that "nyah, nyah, it breaks" and I think "well, I don't like what Microsoft made..."

My fear is that when you become an expert in anything then the expectation somehow makes you ordinary, in a way, because you become the firm that does that, or you become the person that does that. You really need to change the form to make the discovery.

Design always has a purpose.

I don't think of design as a job. I think of it as - and I hate to use this term for it - more of a calling. If you're just doing it because it's a nice job and you want to go home and do something else, then don't do it, because nobody needs what you're going to make.

You can't say there shouldn't be marketing and (that) marketing is a bad thing.