Find: Jony Ive - focus, lead and disseminate

Focus: you can't do everything you're interested in. Edit yourself, say no and work on your thing. 

Disseminate: let others have what you make. Mass produce it. Like the eames motto create the best, for the most, for the least. 

Lead: don't follow focus groups. Take control, know needs, and seize opportunities to meet them. 

Apple's Jony Ive: 'really great design is hard'

In a recent interview with Wired UK, Apple industrial designer Jonathan Ive spoke about the challenges of crafting well-designed products for mass production. He said "our goal isn't to make money" but "what makes us excited is to make great products."

He goes on to explain that Apple doesn't do market research, saying "it will guarantee mediocrity and will only work out whether you are going to offend anyone." Ive said that when Steve Jobs returned to Apple during its moment of financial turmoil, it was "his resolve was to make better products," rather than traditional business austerity techniques, that brought about Apple's return to success. While Ive's description of Apple's philosophy on the genesis of new products seems quite...