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Jony Ive: The Moment You Hold a Physical Object, Everything Changes

By Jony Ive · Product & Building · 1 min read

Design starts with talking. But the greatest change in the process is when you give form to an abstract idea. Suddenly there's a physical object — and everything shifts.

Key Points

The abstract idea involves few people. The physical object galvanizes the entire team.
The first model won't become the final design — but it describes what you're trying to do
We're physical beings. When there's an object to touch, everything shifts.

There is something very special about when you have an object. We're physical beings. When there's an object to touch, everything shifts.

The Greatest Change

Ive: The way that we design — to start with, is to talk. It's fairly exclusive, only involves a few people. And a remarkable thing happens in the process — it's the point where there is the greatest change.

It's when we give form to an abstract idea. The abstract idea is fairly exclusive. As soon as there's a physical object — we draw and make a lot of models, metal or plastic — this shift is profound. It galvanizes and provides a focus to an entire team.

The greatest change is when you give form to an abstract idea. It galvanizes the entire team.

The Flag

Ive: When they're struggling with abstract, tentative ideas — suddenly you've got a flag. In many ways it won't become the final design. But what it does is describe what we're trying to do.

There is something very special about when you have an object. We're physical beings. When there's an object to touch, everything shifts. It's always been the case. And what just shocks me is that I remain surprised and thrilled every time you get that first model.

I remain surprised and thrilled every time you get that first model. Everything shifts.