The Quest For Simplicity Has To Pervade

A Small Change At The Beginning Of The Design Process Defines An Entirely Different Product At The End.

The Quest For Simplicity Has To Pervade Every Part Of The Process. It Really Is Fundamental.

Very Often Design Is The Most Immediate Way Of Defining What Products Become In People's Minds.

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

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.