What We Don't Include Is

At The Start Of The Process The Idea Is Just A Thought - Very Fragile And Exclusive. When The First Physical Manifestation Is Created Everything Changes. It Is No Longer Exclusive, Now It Involves A Lot Of People.

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

The Computer Industry Is Creatively Bankrupt.

We Have Always Thought About Design As Being So Much More Than Just The Way Something Looks. It's The Whole Thing: The Way Something Works On So Many Different Levels. Ultimately, Of Course, Design Defines So Much Of Our Experience.

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