Companies don’t have ideas. Only people do. And what motivates people are the bonds of loyalty and trust they develop around each other. |

Our designs are not ethical or unethical in that they're using ethical or unethical means of persuading us. They have a moral component just in the kind of vision and the aspiration of the good life that they present to us. |

The best way to predict is to invent it. |

The artist must bow to the monster of his own imagination. |

There is no intuitive interface, not even the nipple. It's all learned. |

You are the average of the five people you spend the most time with. |

You can easily judge the character of a man by how he treats those who can do nothing for him. |

Brevity is the soul of wit. |

Many of our interfaces are really just ways to try to repackage time so that it’s meaningful, so that we can do stuff with it. It’s not that there isn’t enough time but rather that there’s too much of it. |

I can never remember if we are supposed to live each day as it were our last, or if it’s the first day of the rest of our lives. |

The only unit of time that matters is heartbeats. |

Do not confuse what's important with what's impressive. |

How do I know what I think until I see what I say? |

Spoon feeding in the long run teaches us nothing but the shape of the spoon. |

The only way of discovering the limits of the possible is to venture a little way past them into the impossible. |

When a distinguished but elderly scientist states that something is possible, he is almost certainly right. When he states that something is impossible, he is very probably wrong. |

Any sufficiently advanced technology is indistinguishable from magic. |

Wherever I found a living creature, there I found the will to power. |

My arse contemplates those who talk behind my back. |

No one comes to a website for the design. Just like no one goes to the theater for the seating. But your ass enjoys a good seat. |

Never, ever, ever let them call you a “creative”. It’s a way to be disenfranchised. You are a designer. It’s not magic, it’s a trade. |

Confidence doesn’t come from knowing you’re right—it comes from being okay with failing. |

A good designer finds an elegant way to put everything you need on a page. A great designer convinces you half that shit is unnecessary. |

If you plan for less than your capacity, you get less done than you could have. If you plan for more than your capacity, you get less done than you could have. |