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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
Enough
Something
Good
Design
Stop

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There are a thousand no's for every yes.
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To do something innovative means that you reject reason.
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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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The most important thing is that you actually care, that you do something to the very best of your ability
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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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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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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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We don't do focus groups - that is the job of the designer.
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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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The quest for simplicity has to pervade every part of the process. It really is fundamental.
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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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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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What we don't include is as important as what we do include.
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So much of what we try to do is get to a point where the solution seems inevitable: you know, you think of course it's that way, why would it be any other way? It looks so obvious, but that sense of inevitability in the solution is really hard to achieve.
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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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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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Designing and developing anything of consequence is incredibly challenging.
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I discovered at an early age that all I've ever wanted to do is design.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
Jonathan Ive