UX designer Joseph Shaffery shared some quotes from a talk Apple’s design head Jony Ive gave (another account) to an audience of designers last night at London’s Design Museum – together with his take on the three top tips a designer should take away from the evening …

Shaffery said that the three key take-outs from the evening were:

Learn how to care

Learn how to focus

Be prepared to screw up and throw things away

On caring, Ive said that failing to care enough about the work you are doing is personally offensive.

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.

On focus:

Make each product the best it can be. Focus on form and materials. What we don’t include is as important as what we do include […] There is a clear goal and it isn’t to make money. The goal is to desperately try to make the best products we can. We are not naive – if you trust it, people like it, they buy it and we make money. This is a consequence.

On failing:

Shouldn’t be afraid to fail- if we are not failing we are not pushing. 80% in the studio is not going to work. If something is not good enough, stop doing it.

Ive also repeated comments he’s made in the past about his attitude to copycats.

Eight years of work can be copied in six months. It wasn’t inevitable that it was going to work. A stolen design is stolen time. Is it flattering? No.

A few more quotes can be found on Shaffery’s blog. Sadly, the Design Museum says there are no plans to post a video of the entire talk. The full video of a recent Vanity Fair interview with Ive is, however, available.

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