If Something Is Going To Be Better,

The Design Process Is About Designing And Prototyping And Making. When You Separate Those, I Think The Final Result Suffers.

Design Is A Word That's Come To Mean So Much That It's Also A Word That Has Come To Mean Nothing.

With The Early Prototypes, I Held The Phone To My Ear And My Ear [would] Dial The Number. You Have To Detect All Sorts Of Ear-shapes And Chin Shapes, Skin Colour And Hairdo... That Was One Of Just Many Examples Where We Really Thought, Perhaps This Isn’t Going To Work.

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.

We're Very Genuinely Designing The Best Products That We Can For People.