Ken Kocienda

“We never waited around for brilliant flashes of insight that might solve problems in one swoop, and we had very few actual eureka moments. Instead, this is the main point of the book. Instead, we move forward in stepwise fashion from problem to design to demo …”

“Shallow beauty in products does not serve people. Product design should strive for depth, for a beauty rooted in what a product does. Not merely in how it looks and feels. Form should follow a function, even though this might seem like a strange notion for pix…”

“Studying great work from the past provides the means of comparison and contrast and lets us tap into the collective creativity of previous generations. The past is a source of the timeless and enduring.”

“At Apple, we never would have dreamed of doing that, and we never staged any AB test for any of the software on the iPhone.”

“And Ken talks about, hey, when you're doing demos to Steve, this is the price to be in the room. If he feels you have no valuable insight, you're never going to see him again. Ken was able to demo several times. He says you have to make substantial contributio…”