Jonathan Ive

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

I'd worked at a small town newspaper, and I was thinking of all the strange stories that I had seen float through the newsroom in my time there that were dismissed as kind of amusing curiosities. Somehow from that I got to this idea of an eccentric alcoholic who built a lighthouse in the woods.

I have frequently noticed in myself a tendency to a diffuse style; a disposition to push my metaphors too far, employing a multitude of words to heighten the patness of the image, and so making of it a conceit rather than a metaphor, a fault copiously illustrated in the poetry of Cowley, Waller, Donne, and others of that ilk.