Simplification is one of the most difficult things to do.
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.
The best ideas start as conversations.
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.
There is beauty when something
works and it works intuitively.
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.
To do something innovative means that you reject reason.
There are a thousand no's for every yes.
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.
People's interest is in the product, not in its authorship.
Simplicity is not the absence of clutter.
Really great design is hard. Good is the enemy of great.
When something exceeds your ability to understand how it works, it sort of becomes magical.
I think subconsciously people are remarkably discerning. I think that they can sense care.
We try to solve very complicated problems without letting people know how complicated the problem was.
The most important thing is that you actually care, that you do something to the very best of your ability
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.
It's very easy to make something that is new. So we are trying to make things that are better.
Apple stood for something and had a reason for being that wasn't just about making money.
Simplicity is somehow essentially describing the purpose and place of an object and product.
A beautiful product that doesn't work very well is ugly.
What we make testifies who we are. People can sense care and can sense carelessness.
We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.
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