Design is the fundamental soul of a man-made creation. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.
Design is about creating spaces for people to enjoy. 'Design for good' is figuring out a program that not only creates better spaces, but creates jobs, creates new industry and really kind of raises the conversation about how we rebuild.
Designing is a matter of concentration. You go deep into what you want to do. The concentration is warm and intimate and like the fire inside the earth - intense but not distorted. You can go to a place, really feel it in your heart. It's actually a beautiful feeling.
Inventions are not recognized for their positive side when they're made. Scientists didn't go out to design a CD machine: they designed a laser. But we got all sorts of things from a laser which we never remotely imagined, and we're still finding things for a laser to do.
Once I tried to make a standardization of staircases. Of course, we design new staircase steps every day in connection with all our houses, but a standardized step depends on the height of the buildings and on all kinds of things.