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There are 9 rejected ideas for every idea that works.

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
Every
Rejected
Works
Design
Idea
Ideas

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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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There's no other product that changes function like the computer.
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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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Really great design is hard. Good is the enemy of great.
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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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We're very genuinely designing the best products that we can for people.
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We shouldn't be afraid to fail- if we are not failing we are not pushing.
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What we make testifies who we are. People can sense care and can sense carelessness.
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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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I am keenly aware that I benefit from a wonderful tradition in the UK of designing and making.
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The nature of having ideas and creativity is incredibly inspiring.
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There are a thousand no's for every yes.
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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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There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.
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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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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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If you are truly innovating, you don't have a prototype you can refer to.
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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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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 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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