The Design Process Is About Designing And

Titles Or Organizational Structures, That’s Not The Lens Through Which We See Our Peers.

Perhaps I'd Like To Design Cars, But I Don't Think I'd Be Much Good At It.

We Make And Sell A Very, Very Large Number Of (hopefully) Beautiful, Well-made Things. Our Success Is A Victory For Purity, Integrity - For Giving A Damn.

There Are 9 Rejected Ideas For Every Idea That Works.

Different And New Is Relatively Easy. Doing Something Thats Genuinely Better Is Very Hard.