01 / 07
Steve Jobs
Product · 1955 — 2011
Design is how it works. Even the parts no one will see.
02 / 07
Dieter Rams
Industrial Design
Less, but better. Ten principles that still hold.
03 / 07
Howard Hughes
Ambition · 1905 — 1976
Build at the edge of what flies. Then push the edge further.
04 / 07
James Dyson
Engineering
5,126 failures. The 5,127th worked. Iterate until it does.
05 / 07
Edwin Land
Invention · 1909 — 1991
Stand at the intersection of art and science. Refuse to leave.
06 / 07
Eliud Kipchoge
Discipline
No human is limited. Discipline is freedom from talent.
07 / 07
Akio Morita
Vision · 1921 — 1999
Don't ask what people want. Build what they don't yet know they need.
The bar is set.
Now we earn it.