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The most important thing is that you actually care, that you do something to the very best of your ability

Jonathan Ive

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Jonathan Ive
Age: 57
Born: 1967
Born: February 27
Designer
Industrial Designer
London
England
Jony Ive
Sir Jonathan Paul Ive
Jonathan Paul Ive
Jony iPod
Ability
Actually
Care
Best
Important
Thing
Something

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To do something innovative means that you reject reason.
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A small change at the beginning of the design process defines an entirely different product at the end.
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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.
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What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.
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The goal of Apple is not to make money but to make really nice products, really great products.
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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.
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There's no other product that changes function like the computer.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
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The nature of having ideas and creativity is incredibly inspiring.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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There are 9 rejected ideas for every idea that works.
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As consumers we are incredibly discerning, we sense where has been great care in the design, and when there is cynicism and greed.
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If you are truly innovating, you don't have a prototype you can refer to.
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It's just easier to talk about product attributes that you can measure with a number. Focus on price, screen size, that's easy. But there's a more difficult path, and that's to make better products, ones where maybe you can't measure their value empirically.
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Apple stood for something and had a reason for being that wasn't just about making money.
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The word design is everything and nothing. The design and the product itself are inseparable.
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It's very easy to make something that is new. So we are trying to make things that are better.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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