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If you are truly innovating, you don't have a prototype you can refer to.

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
Innovating
Prototype
Refer
Truly
Design

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The nature of having ideas and creativity is incredibly inspiring.
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Its difficult to do something radically new, unless you are at the heart of a company.
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We're very genuinely designing the best products that we can for people.
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There are 9 rejected ideas for every idea that works.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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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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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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There are a thousand no's for every yes.
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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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To do something innovative means that you reject reason.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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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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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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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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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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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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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Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!
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What we don't include is as important as what we do include.
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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.
Jonathan Ive