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Different and new is relatively easy. Doing something thats genuinely better is very hard.

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
Design
Easy
Better
Hard
Different
Something
Thats
Genuinely
Relatively

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If something is not good enough, stop doing it.
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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 we make testifies who we are. People can sense care and can sense carelessness.
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It's one of the curses of designing that when you look at anything, you're constantly thinking, Why? Why - why was it designed like that, and not like this?
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To do something innovative means that you reject reason.
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Really great design is hard. Good is the enemy of great.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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Designing and developing anything of consequence is incredibly challenging.
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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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A small change at the beginning of the design process defines an entirely different product at the end.
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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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If you are truly innovating, you don't have a prototype you can refer to.
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Apple's Jony Ive describes his fanatical approach to design in new interview
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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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What we don't include is as important as what we do include.
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There's no other product that changes function like the computer.
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The most important thing is that you actually care, that you do something to the very best of your ability
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It feels like each time we are beginning at the beginning, in a really exciting way.
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