design

we’d argue that if you produce something iconic, you can create a cultural moment that ripples through people’s crowded psyches and impacts them deeply. And if you’re culturally and commercially successful, it paves the way for future experiments: it becomes easier to both sell tickets and sell ideas to potential clients.

If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?