The Artist Needs To Understand

Design Is About Crafting An Experience That Is Unfamiliar Enough To Feel Novel, Yet Familiar Enough To Instill Confidence.

Technological Advances Have Always Been Driven More By A Mind-set Of 'i Can' Than 'i Should' Technologists Love To Cram Maximum Functionality Into Their Products. That's 'i Can' Thinking, Which Is Driven By Peer Competition And Market Forces But This Approach Ignores The Far More Important Question Of How The Consumer Will Actually Use The Device Focus On What We Should Be Doing, Not Just What We Can.

The Best Designers In The World All Squint When They Look At Something. They Squint To See The Forest From The Trees - To Find The Right Balance. Squint At The World. You Will See More, By Seeing Less.

If You Are Going To Have Less Things, They Have To Be Great Things.

Too Little Confidence, And You're Unable To Act; Too Much Confidence, And You're Unable To Hear.