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"[T]here have been times when we’ve been working on a program and when we are at a very mature stage and we do have solutions and you have that sinking feeling because you’re trying to articulate the values to yourself and to others just a little bit too loudly,” he said. “And you have that sinking feeling that the fact that you are having to articulate the value and persuade other people is probably indicative of the fact that actually it’s not good enough. On a number of occasions we’ve actually all been honest with ourselves and said ‘you know, this isn’t good enough, we need to stop’. And that’s very difficult."
–Jonathan Ive(Source: CNN)
