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If something is not good enough, stop doing it.

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
Good
Design
Stop
Enough
Something

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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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I think there is a profound and enduring beauty in simplicity in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity.
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I figured out some basic stuff: that form and colour defines your perception of the nature of an object, whether or not it is intended to.
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Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.
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One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
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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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To do something innovative means that you reject reason.
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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 most important thing is that you actually care, that you do something to the very best of your ability
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Being superficially different is the goal of so many of the products we see... rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.
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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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The word design is everything and nothing. The design and the product itself are inseparable.
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What we don't include is as important as what we do include.
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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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There are 9 rejected ideas for every idea that works.
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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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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.
Jonathan Ive