1. “If you are truly innovating, you don’t have a prototype you can refer to.”
2. “A small change at the beginning of the design process defines an entirely different product at the end.”
3. “There’s no learninng without trying lots of ideas and failing lots of times.”
4. “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.”
5. “The nature of having ideas and creativity is incredibly inspring.”
6. “We try to solve very complicated problems without letting people know how complicatd the problem was.”
7. “People’s interest is in the product, not in its authorship.”
8. “Simplification is one of the most difficult things to do.”
9. “There are a thousand no’s for every yes.”
10. “It’s very easy to be different, but very difficult to be better.”
11. “There is beauty hen something works and it works intuitively.”
12. “People’s interest is in the product, not in its authorship.”
13. “The best ideas start as conversations.”
14. “Really great design is hard. Good is the enemy of great.”
15. “To do something innovative means that you reject reason.”
16. “Objects an their manufacture are inseparable, you understand a product if you understand how it’s made.”
17. “If something is not good enough, stop doing it.”
18. “Simplicity is really hard.”
19. “There’s no other product that changes function like the computer.”
20. “Design is a word that’s come to mean so much that it’s also a word that has come to mean nothing.”
21. “Designing and developing anything of consequence is incredibly challenging.”
22. “It became an exercise to reduce an reduce, but it makes it easier to build an easier for people to work with.”
23. “A beautiful product that doesn’t work very well is ugly.”
24. “What we don’t include is as important as what we do include.”
25. “The memory of how we work will endure beyond the products of our work.”
26. “We shouldn’t be afraid to fail – if we are not failing we are not pushing.”
27. “Titles or organizational structures, that’s not the lens through which we see our peers.”
28. “The computer industry is creatively bankrupt.”
29. “That’s just tragic that you can spend four years of your life stuying the design of three dimensional objects and not make one.”
30. “It feels like each time we are beginning at the beginning, in a really exciting way.”
