Objectified

00:05:35 We work as consultants, which means we work with a lot of different companies in a lot of different fields

00:07:41 that would be perfect for everybody.

00:09:39 Once you get into that, we use a set of technologies that are called rapid prototyping

00:14:38 And so in that sense, you're constantly designing.

00:17:05 between this raw blank and the final part. But what we end up with

00:19:11 That's quite obsessive, isn't it?

00:21:23 in other words you can leave it on your counter and it doesn't look like it's a piece of crap.

00:27:54 that l'm looking for an excuse to use, as opposed to the other way around.

00:30:13 and somehow trying to offer products that you want to keep

00:33:19 something you want, good design is something that distinguishes you

00:35:42 not a whole lot different than Michelangelo.

00:37:51 When you own the car and you drive the car, even your decisions about are you going to put

00:43:43 and the message was very strong and very simple, and at the same time it was very human.

00:45:59 the shape of the camera. All of the sudden our digital cameras have no film.

00:48:03 Now that's a pretty sweet tick-over, don't you think?

00:50:14 And then, I started to actually try and use it. And within a few moments, I found myself

00:57:45 If one's really honest with oneself, most of what you design ends up in a landfill somewhere.

01:00:02 So we introduced other materials to it and we made the handle thick.

01:02:12 The question is actually not "What's the new toothbrush?" but "What's the future of oral care?"

01:04:04 into the environment, and put designers in the position of looking at people

01:06:26 fundamental bricks in any kind of policymaking effort, and more and more that's happening.

01:08:24 One of them, for example, might become the interface for important data you keep online

01:10:19 set by industry. Very quickly you come to edges of the spectrum of choice, the official choice

01:13:08 "Things you already own, why not enjoy them today?"