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.

The motivation should come from regulatory enforcement, but enforcement is weak, and environmental litigation is near to impossible. So there's an urgent need for extensive public participation to generate another kind of motivation.

You don't need the iPhone: you have the most exquisite apparatus in the known universe sitting right in your head - the most complex organization of matter in the entire universe. And here are we, feeling a little depressed, feeling like we're not getting where we need to be, when really you might be exactly where you need to be.

I write for kids because I think the most interesting (and most humorous) stories come from people's childhoods. When I was writing 'Diary of a Wimpy Kid,' I had a blast talking on the phone to my younger brother, Patrick, remembering all of the things that happened to our family when we were growing up.