Our goal is simple objects, objects that you can't imagine any other way.

Manufactured objects testify to who made them; they describe values.

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.

Once, even the simple metal needle challenged the conventional thinking of a time.

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

I can't imagine my life any other way than it's been.