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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
Good
Design
Enemy
Hard
Great
Really

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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 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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It feels like each time we are beginning at the beginning, in a really exciting way.
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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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There's no learning without trying lots of ideas and failing lots of times.
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If something is not good enough, stop doing it.
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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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There are a thousand no's for every yes.
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Titles or organizational structures, that’s not the lens through which we see our peers.
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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.
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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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With the early prototypes, I held the phone to my ear and my ear [would] dial the number. You have to detect all sorts of ear-shapes and chin shapes, skin colour and hairdo... that was one of just many examples where we really thought, perhaps this isn’t going to work.
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We try to solve very complicated problems without letting people know how complicated the problem was.
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To do something innovative means that you reject reason.
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The word design is everything and nothing. The design and the product itself are inseparable.
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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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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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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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We're very genuinely designing the best products that we can for people.
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