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Really great design is hard. Good is the enemy of great.

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
Enemy
Hard
Great
Really
Good

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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 no other product that changes function like the computer.
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Different and new is relatively easy. Doing something thats genuinely better is very hard.
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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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The word design is everything and nothing. The design and the product itself are inseparable.
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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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Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
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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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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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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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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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The nature of having ideas and creativity is incredibly inspiring.
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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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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's no learning without trying lots of ideas and failing lots of times.
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I discovered at an early age that all I've ever wanted to do is design.
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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 it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.
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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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