I'm as proud of what we don't do as I am of what we do.
You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.
Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
I think we're having fun. I think our customers really like our products. And we're always trying to do better.
Almost everything--all external expectations, all pride, all fear of embarrassment or failure--these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.
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