“There is no such thing as a boring project. There are only boring executions.“

“Socrates said, “Know thyself.” I say, “Know thy users.” And guess what? They don’t think like you do.“

“Design is not just what it looks like and feels like. Design is how it works.“

“Simplicity is about subtracting the obvious and adding the meaningful.“

“There are no traffic jams along the extra mile.“

“Time is the scarcest resource and unless it is managed nothing else can be managed.“

“It all must start with an inspired, spontaneous idea.“

“There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.“

“I strive for two things in design: simplicity and clarity. Great design is born of those two things.“

“Get rid of everything that is not essential to making a point.“

“Make it simple, but significant.“

“Simplicity is the ultimate sophistication.“

“For every complex problem, there is an answer that is clear, simple, and wrong.“

“The best way to predict the future is to create it.“

“How well we communicate is determined not by how well we say things, but how well we are understood.“

“Everything is designed. Few things are designed well.“

“If I had asked people what they wanted, they would have said faster horses.“

“Between two products equal in price, function and quality, the one with the most attractive exterior will win.“

“Design is more important than technology in most consumer applications.“

“They don’t want quarter-inch bits. They want quarter-inch holes.“

“Great design is a multi-layered relationship between human life and its environment.“

“Everything should be made as simple as possible, but not simpler.“

“Any intelligent fool can make things bigger and more complex. It takes a touch of genius—and a lot of courage—to move in the opposite direction.“

“Any product that needs a manual to work is broken.“

“Beauty through function and simplification.“

“Design isn’t crafting a beautiful textured button with breathtaking animation. It’s figuring out if there’s a way to get rid of the button altogether.“

“The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.“

“Design creates culture. Culture shapes values. Values determine the future.“

“If you’re not prepared to be wrong, you’ll never come up with anything original.“

“To achieve great things, two things are needed: a plan, and not quite enough time.“

“The first step in exceeding your customer's expectations is to know those expectations.“

“Innovation is the whim of an elite before it becomes a need of the public.“

“Two roads diverged in a wood and I - I took the one less traveled by, and that has made all the difference. “

“It will soon be possible to transmit wireless messages around the world so simply that any individual can carry and operate his own apparatus.“

“Without deviation from the norm, progress is not possible.“

“Panic causes tunnel vision. Calm acceptance of danger allows us to more easily assess the situation and see the options.“

“More than function itself, simplicity is the deciding factor in the aesthetic equation.“

“A user interface is like a joke. If you have to explain it, it’s not that good.“

“Design is a solution to a problem. Art is a question to a problem.“