Simplicity Is Not The Absence Of Clutter.

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.

What We Don't Include Is As Important As What We Do Include.

If Something Is Not Good Enough, Stop Doing It.

When You're Trying To Solve A Problem On A New Product Type, You Become Completely Focused On Problems That Seem A Number Of Steps Removed From The Main Product. That Problem Solving Can Appear A Little Abstract, And It Is Easy To Lose Sight Of The Product.

To Do Something Innovative Means That You Reject Reason.