The Nature Of Having Ideas

It's Very Easy To Make Something That Is New. So We Are Trying To Make Things That Are Better.

The Word Design Is Everything And Nothing. The Design And The Product Itself Are Inseparable.

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.

The Memory Of How We Work Will Endure Beyond The Products Of Our Work.

We Don't Do Focus Groups - That Is The Job Of The Designer.