It's very easy to be different, but very difficult to be better.
There's no learning without trying lots of ideas and failing lots of times.
Simplification is one of the most difficult things to do.
It's actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it. Be faithful to your gift and very confident in its value.
The best ideas start as conversations.
There is beauty when something
works and it works intuitively.
To do something innovative means that you reject reason.
The most important thing is that you actually care, that you do something to the very best of your ability
I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
There are a thousand no's for every yes.
Really great design is hard. Good is the enemy of great.
I think subconsciously people are remarkably discerning. I think that they can sense care.
When something exceeds your ability to understand how it works, it sort of becomes magical.
People's interest is in the product, not in its authorship.
If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.
You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
It's very easy to make something that is new. So we are trying to make things that are better.
Simplicity is somehow essentially describing the purpose and place of an object and product.
We try to solve very complicated problems without letting people know how complicated the problem was.
Apple stood for something and had a reason for being that wasn't just about making money.
Simplicity is not the absence of clutter.
Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you're not aware really of the solution.
The nature of having ideas and creativity is incredibly inspiring.
What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
A small change at the beginning of the design process defines an entirely different product at the end.
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