I think subconsciously people are remarkably discerning. I think that they can sense care.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care-just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity-for giving a damn.

I’m always focussed 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.

Perhaps I'd like to design cars, but I don't think I'd be much good at it.

The design process is about designing and prototyping and making. When you separate those, I think the final result suffers.