As A Kid, I Remember

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.

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

What We Don't Include Is As Important As What We Do Include.

We Shouldn't Be Afraid To Fail - If We Are Not Failing We Are Not Pushing. 80% Of The Stuff In The Studio Is Not Going To Work. If Something Is Not Good Enough, Stop Doing It.