10 leadership quotes by Ex-Apple Design Chief Jony Ive

There's no learning without trying lots of ideas and failing lots of times. 

At the start of the process, the idea is just a thought - very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people. 

The best ideas start as conversations. 

Different and new is relatively easy. Doing something that's genuinely better is very hard. 

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80 percent of the stuff in the studio is not going to work. If something is not good enough, stop doing it. 

What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable. 

A small change at the beginning of the design process defines an entirely different product at the end. 

What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive. 

True simplicity is, well, you just keep on going and going until you get to the point where you go, 'Yeah, well, of course.' Where there's no rational alternative. 

If you are truly innovating, you don't have a prototype you can refer to.