We don't have a good language to talk about this kind of thing. In most people's vocabularies, design means veneer... But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.
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I wanted to be able to build things. Actually, in college I built an inkjet printer out of Legos, because I wanted to be able to print really big images. I figured you could print really big posters really cheaply using inkjet cartridges. So I reverse-engineered the cartridge, and I built all the electronics and mechanics to drive it. Just sort of fun projects. I like to be able to do those kinds of things.
Design is not just what it looks like and feels like. Design is how it works.
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.
The "Be good" concept also comes up when we design our products. We want them to have positive social effects.
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.
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.
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