There Are 9 Rejected Ideas

Its Difficult To Do Something Radically New, Unless You Are At The Heart Of A Company.

Really Great Design Is Hard. Good Is The Enemy Of Great. Competent Design Is Not Too Much Of A Stretch. But If You Are Trying To Do Something New, You Have Challenges On So Many Axes.

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

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.