1. What we make stands testament to who we are
- What we make describes our values and our preoccupations beautifully.
- You can look at something it can either tell you I was designed to meet a price point at a certain time...or you can try to design something that genuinely attempts to move the species on.

2. Driven by a clear sense of values and purpose
- This struck me so powerfully when I saw the Mac — a group of original thinkers with clear values that obsessed with people and culture (like-minded people driven by values clearly in service of humanity).
- I do believe there is a very strong sense of purpose — we are here to serve the species.
- About being tool makers, I am very clear and very proud. That’s my occupation and that’s my practice. Having a clear sense of the goal which is to enable and inspire people.

3. Simplicity is the clear expression of essence
‍- One of the mistakes that people make is they think the simple product — simplicity — is about moving clutter. To me that means you would just end up with an uncluttered product (a kind of desiccated soulless product). I think that’s a lot of minimalism ends up being or modernism ends up manifesting as.
- Simplicity to me is trying to succinctly express the essence of something and its purpose and its role in our life.

4. Opinions are not ideas‍
- The thing that just kills so many ideas — people are desperate to speak and to be heard — to express an opinion. That’s very clear that opinions are not ideas. I know I’ve missed really amazing ideas that came from a quiet place from a quiet person.
- These ethereal thoughts and fragile concepts are precarious. I think a small team of people really trust each other is fundamentally important. Trust and love each other and care about each other.

3. Innovation requires conviction
- I love trying to move things forward, which means innovating. I think people confuse innovation with being different or being breaking stuff. I am interested in if things get broken as a consequence of actually creating something better.
- I think it’s part of the human condition is that we assume that progress and innovation is sort of inevitable. But it’s not — you have to have this underlying conviction which is the fuel. We need an idea, a vision, and the resolve to make that vision something real not just for us but can share broadly.

4. Care can be felt through design
- I did feel a connection and an excitement that somebody was going to experience something that they do not even know exists yet. Even though it is a small thing, it would really come genuinely from a place of love and care.
- What used to depress me was this sense that solving a functional imperative then we’re done. Of course, that’s not enough. That’s not the characteristic of an evolved society and an evolved species.
- Steve spoke about this way more eloquently than I can: when you make something with love and care, even though the people you’ve made it for you do not know their story and they do not know your story. You will never even shake their hands. But when they use the product you’ve made, it’s a way to express our gratitude to to species.

7. Humanity is a better compass than beauty alone in design
- My sense of Steve and Apple team, and look at the first Mac, you sense care. I do believe we have this ability to sense care in where it’s easy in a service because you confront care and the person. When it’s via an object or a piece of software, it’s more complex. But I think you understand it more if I say you sense carelessness. You know carelessness.

8. What we do when no one sees defines our integrity
- We work very hard and I felt passionately about finishing the inside of products, even though it’s unlikely to be seen. In the same way, I think a mark of how we evolved we are as people — it’s what we do when no one sees. It’s a powerful mark of who we truly are. I would be haunted by, if all we did was the outside, I would have this nagging feeling in my tummy that we were just being superficial.

8. Design is something much bigger than object
- It can be wonderfully encouraging prototypes that people can look to.