To design something really new and innovative you have to reject reason.

Jonathan Ive’s quote—“To design something really new and innovative you have to reject reason”—challenges the conventional thinking that innovation must be rooted in logic or practicality. Ive suggests that truly groundbreaking design often requires stepping outside the boundaries of traditional reasoning. By rejecting reason, he implies that designers should embrace bold, unconventional ideas and take risks, even if those ideas may initially seem impractical or unfeasible. In doing so, they open the door to creating something new that can disrupt norms and redefine possibilities.

The origin of this quote is tied to Ive’s work as the chief designer at Apple, where he was instrumental in creating revolutionary products such as the iPhone and the iPad. Throughout his career, Ive has been known for pushing the limits of design by thinking beyond conventional ideas, focusing not just on functionality, but on creating seamless, aesthetically pleasing products that combine form and function. His philosophy embraces the idea that innovation often arises from intuition and creativity rather than traditional, rational approaches.

By saying that you must reject reason to create innovative designs, Ive emphasizes the importance of thinking outside the box and challenging the status quo. Traditional reason can often hold designers back by forcing them to conform to established ideas or limitations. In contrast, true innovation involves imagining the impossible and pursuing ideas that initially may seem irrational or illogical, but ultimately push the boundaries of what’s possible.

Ultimately, Ive’s quote reflects his belief that innovation and creativity thrive when designers break free from the constraints of reason. This approach encourages a willingness to explore the unknown and trust in unconventional ideas, allowing for the creation of products that are not only new but also transformative. By rejecting reason, designers are freed to imagine bold, pioneering solutions that can redefine industries and set new standards in design.