The Defining Qualities Are About Use: Ease

You Have To Deeply Understand The Essence Of A Product In Order To Be Able To Get Rid Of The Parts That Are Not Essential.

The Memory Of How We Work Will Endure Beyond The Products Of Our Work.

There Are 9 Rejected Ideas For Every Idea That Works.

We’re Surrounded By Anonymous, Poorly Made Objects. It’s Tempting To Think It’s Because The People Who Use Them Don’t Care - Just Like The People Who Make Them. But What We’ve Shown Is That People Do Care. It’s Not Just About Aesthetics. They Care About Things That Are Thoughtfully Conceived And Well Made. 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.

That's Just Tragic, That You Can Spend Four Years Of Your Life Studying The Design Of Three Dimensional Objects And Not Make One.