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Its difficult to do something radically new, unless you are at the heart of a company.

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
Radically
Unless
Company
Difficult
Heart
Something

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The word design is everything and nothing. The design and the product itself are inseparable.
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To do something innovative means that you reject reason.
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That's just tragic, that you can spend four years of your life studying the design of three dimensional objects and not make one.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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Designing and developing anything of consequence is incredibly challenging.
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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.
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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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What we make testifies who we are. People can sense care and can sense carelessness.
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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.
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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There's no learning without trying lots of ideas and failing lots of times.
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I’m always focussed on the actual work, and I think that’s a much more succinct way to describe what you care about than any speech I could ever make.
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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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I discovered at an early age that all I've ever wanted to do is design.
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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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I left London in 1992, but I'm there 3-4 times a year, and love visiting.
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There are a thousand no's for every yes.
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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.
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Really great design is hard. Good is the enemy of great.
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