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Jony Ive Quotes

Sir Jonathan Paul

Jony Ive quotes: the man who designed the MacBook Pro I’m typing on’s top quotes.

“It’s actually a rare and precious thing to discover what it is you love to do, and I encourage you to remain unapologetically consumed by it.  Be faithful to your gift and very confident in its value.”

“The most important thing is that you actually care, that you do something to the very best of your ability.”

“The thing with focus is that it’s not this thing you aspire to, like, ‘Oh, on Monday I’m going to be focused.’  It’s every single minute: ‘Why are we talking about this when we’re supposed to be talking about this?'”

“I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long.  Just figure out what’s next.”

“It’s great if you can find what you love to do.  Finding it is one thing, but then to be able to practice that and be preoccupied with that is another.”

“It’s difficult to do something radically new, unless you are at the heart of a company.”

“When our tools are broken, we feel broken.  And when somebody fixes one, we feel a tiny bit more whole.”

“There’s no learning without trying lots of ideas and failing lots of times.”

“We shouldn’t be afraid to fail – if we are not failing we are not pushing.”

“If doing anything new, you’re very used to having insurmountable obstacles.”

“It’s very easy to be different, but very difficult to be better.”

“Care deeply.”

“Look to be wrong.”

“The nature of having ideas and creativity is incredibly inspiring.”

“If something is not good enough, stop doing it.”

“The benefit of hindsight is we only really talk about those things that did work out.”

“There are nine rejected ideas for every idea that works.  There are a thousand no’s for every yes.”

“The best ideas start as conversations.”

“One of the hallmarks of the team is this sense of looking to be wrong.  It’s the inquisitiveness, and sense of exploration.  It’s about being excited to be wrong, because then you’ve discovered something new.”

“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.”

“You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.”

“I want to see a problem solved in a way that acknowledges its context.”

“What I think is remarkable is the force of habit and the fact that while we can have a practice for doing something that has been repetitive and established over many, many years, it doesn’t actually mean there’s any virtue to doing it that way at all.”

“It’s easy to think that craft can’t change but important to remember that all craft process was at some point new, at some point challenged convention – not to be contrary, but enabled by some breakthrough, some newly discovered principle, or sometimes some wonderful accident.”

“We all use something – you can’t drill holes with your fingers.  Whether it’s a knife, a needle, or a machine, we all need the help of a device.”

“At the start of the process the idea is just a thought – very fragile and exclusive.  When the first physical manifestation is created, everything changes.  It is no longer exclusive, now it involves a lot of people.”

“Designing and developing anything of consequence is incredibly challenging.”

“Very often design is the most immediate way of defining what products become in people’s minds.”

“To design something really new and innovative you have to reject reason.”

“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.”

“Different and new is relatively easy.  Doing something that’s genuinely better is very hard.”

“Simplification is one of the most difficult things to do.  Simplicity is somehow essentially describing the purpose and place of an object and product.  I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency.  True simplicity is derived from so much more than just the absence of clutter and ornamentation.  It’s about bringing order to complexity.”

“The quest for simplicity has to pervade every part of the process.  It really is fundamental.”

“True simplicity is, well, you just keep on going and going until you get to the point where you go, ‘Yeah, well, of course.’  Where there’s no rational alternative.”

“I always like when you start to use something with a little less reverence.  You start to use it a little carelessly, and with a little less thought, because then, I think, you’re using it very naturally.”

“People’s interest is in the product, not in its authorship.”

“When something exceeds your ability to understand how it works, it sort of becomes magical.”

“I feel that it’s lovely when, as a user, you’re not aware of the complexity.”

“There is beauty when something works and it works intuitively.”

“If something is going to be better, it is new, and if it’s new you are confronting problems and challenges you don’t have references for.”

“Manufactured objects testify to who made them; they describe values.”

“That’s an interesting thing about an object.  One object speaks volumes about the company that produced it and its values and the goal of Apple is not to make money but to make really nice products, really great products.”

“We make and sell a very, very large number of beautiful, well-made things.  Our success is a victory for purity, integrity – for giving a damn.”

“We are really pleased with our revenues but our goal isn’t to make money.  It sounds a little flippant, but it’s the truth.  Our goal and what makes us excited is to make great products.  If we are successful people will like them and if we are operationally competent, we will make money.”

“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.”

“Being superficially different is the goal of so many of the products we see… rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.”

“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.”

“What we make testifies who we are.  People can sense care and can sense carelessness.  This relates to respect for each other and carelessness is personally offensive.”

“My father was a very good craftsman.  He made furniture, he made silverware and he had an incredible gift in terms of how you can make something yourself.  I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think – very importantly – its potential.”

“I discovered at an early age that all I’ve ever wanted to do is design.”

“As a kid, I remember taking apart whatever I could get my hands on.”

“Growing up, I enjoyed drawing, but it was always in the service of an idea.  I drew all the time, and I enjoyed making.  I think it’s important that we learn how to draw and to make something and to do it directly to understand the properties you’re working with by manipulating them and transforming them yourself.”

“So much of my background is about making – physically doing it myself.”

“I’m always focused 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.”

Related: Bill Gates quotes.

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