The aspects of things that are most important for us are hidden because of their simplicity and familiarity. One is unable to notice something because it is always before one’s eyes.
Ludwig Wittgenstein
An Austrian-British philosopher who worked primarily in logic, the philosophy of mathematics and the philosophy of mind. He is considered by some to be the greatest philosopher of the 20th century.
Curiosity
Familiarity
Inspiration
Simplicity
Simplicity is not merely a layer that can be grafted onto a business. It isn’t available in a pre-packaged version. It doesn’t work with an on/off switch.
Ken Segall
Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
Simplicity
When something exceeds your ability to understand how it works, it sort of becomes magical.
Jony Ive
Former Chief Design Officer of Apple, currently serving as a Chancellor of the Royal College of Art.
Industrial Design
Intuitive Design
If you can’t describe what you’re doing as a process, then you don’t know what you’re doing.
W. Edwards Deming
American engineer, statistician, professor, author, lecturer, and management consultant.