The Absence Of Clutter Is Just A

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

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.

Simplicity Is Not The Absence Of Clutter, That's A Consequence Of Simplicity. Simplicity Is Somehow Essentially Describing The Purpose And Place Of An Object And Product. The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

We Shouldn't Be Afraid To Fail- If We Are Not Failing We Are Not Pushing.

We’re Keenly Aware That When We Develop And Make Something And Bring It To Market That It Really Does Speak To A Set Of Values. And What Preoccupies Us Is That Sense Of Care, And What Our Products Will Not Speak To Is A Schedule, What Our Products Will Not Speak To Is Trying To Respond To Some Corporate Or Competitive Agenda. We’re Very Genuinely Designing The Best Products That We Can For People.