Making The Solution Seem So Completely Inevitable

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.

I Am Keenly Aware That I Benefit From A Wonderful Tradition In The Uk Of Designing And Making.

If You're Not Trying To Do Something Better, Then You're Not Focused On The Customer And You'll Miss The Possibility Of Making Your Business Great.

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.

There's No Learning Without Trying Lots Of Ideas And Failing Lots Of Times.