Design is not just what it looks like and feels like. Design is how it works.
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It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
Boeing just took $20 billion and 10 years to improve the efficiency of their planes by 10 percent. That's pretty lame. I have a design in mind for a vertical liftoff supersonic jet that would be a really big improvement.
There are really two things that have to occur in order for a new technology to be affordable to the mass market. One is you need economies of scale. The other is you need to iterate on the design. You need to go through a few versions.
The path to the CEO's office should not be through the CFO's office, and it should not be through the marketing department. It needs to be through engineering and design.
Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you'll find on surveys. They live with the design.
The CEO of an aircraft company [Boeing] should know how to design aircraft, not spreadsheets.
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