The Reason It Was So Scary Was

...it's Always Been Difficult For Us To Lead An Examined Life As A Corporation. I've Always Felt Like A Company Has The Responsibility To Not Wait For The Government To Tell It What To Do, Or To Wait For The Consumer To Tell It What To Do, But As Soon As It Finds Out It's Doing Something Wrong, Stop Doing It.

We Grow By Letting The Customer Tell Us. So When The Customer Tells Us That They're Frustrated, That They Just Got Their Catalogue And We're Already Out Of A Product They Wanted, Then It Tells Me That We're Not Making Enough. We Let The Customer Tell Us Instead Of Creating An Artificial Demand For Our Products. Any Time You're Making Products That People Don't Need, You're At The Mercy Of The Economy, You're At The Mercy Of Whatever Is Going On. So We Tried To Avoid That Situation.

Mastery... Is To Work Toward Simplicity; Replace Complex Technology With Knowledge, Hard Work, And Skill.

The More I Make The More I Can Give Away.

Most Of The Damage We Cause To The Planet Is The Result Of Our Own Ignorance.