Jony Ive the famous vice president of Apple's design division, spoke yesterday about his achievements and failures as a designer, but also about many, many other things that a designer must always keep in mind. Ive claims that no one should be afraid of failure because otherwise they will not have any success in life and that 80% of the projects developed in the lab will never be turned into products. Moreover, if a designer discovers that a particular design is not good enough for a product, he should discard it instead of trying to improve it.
We shouldn't be afraid to fail – if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it. The best ideas start as conversations. A small change at the beginning of the design process defines an entirely different product at the end. At the start of the process the idea is just a thought – very fragile and exclusive. When the first physical manifestation is created everything changes. It is no longer exclusive, now it involves a lot of people. There are 9 rejected ideas for every idea that works.
The best design ideas generally emerge during discussions, and small changes made at the beginning of a design project can result in a completely different product than originally envisioned. Given Apple's extremely rigorous hiring requirements, Ive argues that a young designer has an extremely low chance of being hired by Apple's design team, because people within it don't leave unless they completely withdraw from the activity.
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