We Don't Do Focus Groups

I Figured Out Some Basic Stuff: That Form And Colour Defines Your Perception Of The Nature Of An Object, Whether Or Not It Is Intended To.

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.

We Don't Do Focus Groups - That Is The Job Of The Designer. It's Unfair To Ask People Who Don't Have A Sense Of The Opportunities Of Tomorrow From The Context Of Today To Design.

I Think It’s A Wonderful View That Care Was Important – But I Think You Can Make A One-off And Not Care And You Can Make A Million Of Something And Care. Whether You Really Care Or Not Is Not Driven By How Many Of The Products You’re Going To Make.

Being Superficially Different Is The Goal Of So Many Of The Products We See... Rather Than Trying To Innovate And Genuinely Taking The Time, Investing The Resources And Caring Enough To Try And Make Something Better.