When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.
Jonathan IveRead
We shouldn't be afraid to fail- if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.
Interpretation
What this quote means
Embracing failure is essential for growth and creativity.
This quote emphasizes the importance of failure as a natural part of the creative process and striving for success. Jonathan Ive suggests that if we are not experiencing failure, we are likely not challenging ourselves or pushing our limits, and that it is okay to abandon ideas that do not meet standards of quality.
Themes
FailureSuccessCreativityPushing LimitsGrowth
In practice
Example use cases
In a motivational speech about innovation, one might reference this quote to encourage team members to take risks.
More from Jonathan Ive
All quotes →I find that when I write, I need things to be quiet, but when I design, I can't bear it if it's quiet.
Jonathan IveRead
I'm always focussed on the actual work, and I think that's a much more succinct way to describe what you care about than any speech I could ever make.
Jonathan IveRead
One of the hallmarks of the team is this sense of looking to be wrong. It's the inquisitiveness, and sense of exploration. It's about being excited to be wrong, because then you've discovered something new.
Jonathan IveRead
We say no to a lot of things so we can invest an incredible amount of care on what we do.
Jonathan IveRead
Goal we've always had for design at Apple is to create solutions that are inevitable.
Jonathan IveRead
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