--- title: "Meaning & Key Takeaway of: Our goal is to desperately make the best…" description: "\"Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people wil..." image: "https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg" --- # Our goal is to desperately make the best products we can… ![“Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're…” quote by Jonathan Ive](https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg) [Download](https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg) [Open image](https://sms4smile.com/quotes/i/c53/jonathan-ive-3015_best_our-goal-is-to-desperately-make-the-best_3192775.jpg) > “Our goal is to desperately make the best products we can. We're not naive. We trust that if we're successful and we make good products, that people will like them. And we trust that if people like them, they'll buy them. And we figured out the operation and we're effective. We know what we're doing, so we'll make money, but it's a consequence.” [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Success follows from making excellent products; profit is a by effect, not the primary aim. **In simple terms:** Great products lead to sales; profit follows. Key Takeaway Focus on product excellence first. Themes design excellence profit strategy Mood determined optimistic Type philosophical strategic When to use this quote - product development - startup launch - brand building - customer loyalty Key Concepts User‑centered design market fit operational effectiveness Questions to Reflect On - How can you ensure product quality without obsessing over profit? - What metrics best capture product excellence? A Different Perspective Profit may not materialize if market demand shifts. ★ ★ ★ ★ ★ No ratings yet [Consequence](https://sms4smile.com/quotes/about/consequence/) [Customer](https://sms4smile.com/quotes/about/customer/) [Goal](https://sms4smile.com/quotes/about/goal/) [Goals](https://sms4smile.com/quotes/about/goals/) [Money](https://sms4smile.com/quotes/about/money/) [People](https://sms4smile.com/quotes/about/people/) [Successful](https://sms4smile.com/quotes/about/successful/) [Trust](https://sms4smile.com/quotes/about/trust/) ## Related quotes > [There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can.…](https://sms4smile.com/quotes/jonathan-ive/there-is-a-clear-goal-and-it-isn-t-to-make-money-the-goal-is-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We’re keenly aware that when we develop and make something and bring it to market that it really does speak to a set of…](https://sms4smile.com/quotes/jonathan-ive/we-re-keenly-aware-that-when-we-develop-and-make-something-and-bring/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We're very genuinely designing the best products that we can for people.](https://sms4smile.com/quotes/jonathan-ive/we-re-very-genuinely-designing-the-best-products-that-we-can-for/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I have a naive trust in the universe - that at some level it all makes sense, and we can get glimpses of that…](https://sms4smile.com/quotes/mihaly-csikszentmihalyi/i-have-a-naive-trust-in-the-universe-that-at-some-level-it-all-makes/) [Mihaly Csikszentmihalyi](https://sms4smile.com/quotes/author/mihaly-csikszentmihalyi/) > [“It’s not naive to trust your family.’ ‘I promise you, it is,’ said Laurent. ‘But I wonder, is it less naive than the moments…](https://sms4smile.com/quotes/s-u-pacat/it-s-not-naive-to-trust-your-family-i-promise-you-it-is-said-laurent/) [S.U. Pacat](https://sms4smile.com/quotes/author/s-u-pacat/) > [Children are naive-they trust everyone. School is bad enough, but, if you put a child anywhere in the vicinity of a church, you're asking…](https://sms4smile.com/quotes/frank-zappa/children-are-naive-they-trust-everyone-school-is-bad-enough-but-if/) [Frank Zappa](https://sms4smile.com/quotes/author/frank-zappa/) > [What the Web has never figured out is how to pay for reporting, which, with the collapse of print newspapers, is in desperately short…](https://sms4smile.com/quotes/george-packer/what-the-web-has-never-figured-out-is-how-to-pay-for-reporting-which/) [George Packer](https://sms4smile.com/quotes/author/george-packer/) > [“I couldn’t tell you what I had just figured out. That I desperately loved you.”](https://sms4smile.com/quotes/s-c-stephens/i-couldn-t-tell-you-what-i-had-just-figured-out-that-i-desperately/) [S.C. Stephens](https://sms4smile.com/quotes/author/s-c-stephens/) > [“what are you seeing? people selling their products? No. People selling the fear of you having to live without their product”](https://sms4smile.com/quotes/max-brooks/what-are-you-seeing-people-selling-their-products-no-people-selling/) [Max Brooks](https://sms4smile.com/quotes/author/max-brooks/) > [It's all about producing products people want.](https://sms4smile.com/quotes/alan-mulally/it-s-all-about-producing-products-people-want/) [Alan Mulally](https://sms4smile.com/quotes/author/alan-mulally/) > [“Give ten companies the same products, and there will always be a number one and a number ten. Because it’s not about the products.…](https://sms4smile.com/quotes/darren-hardy/give-ten-companies-the-same-products-and-there-will-always-be-a/) [Darren Hardy](https://sms4smile.com/quotes/author/darren-hardy/) > [If no one consumes these products, people will stop roducing them. They will not build it if you didn't come.](https://sms4smile.com/quotes/william-j-clinton/if-no-one-consumes-these-products-people-will-stop-roducing-them-they/) [William J. Clinton](https://sms4smile.com/quotes/author/william-j-clinton/) > [If no one consumes these products, people will stop producing them. They will not build it if you don't come.](https://sms4smile.com/quotes/william-j-clinton/if-no-one-consumes-these-products-people-will-stop-producing-them/) [William J. Clinton](https://sms4smile.com/quotes/author/william-j-clinton/) > [The products people like best start with function and wind up with look.](https://sms4smile.com/quotes/saul-bass/the-products-people-like-best-start-with-function-and-wind-up-with/) [Saul Bass](https://sms4smile.com/quotes/author/saul-bass/) > [“Hidden in the physical work space, in the user's words, and in the tools they use are the beautiful gems of knowledge that can…](https://sms4smile.com/quotes/jon-kolko/hidden-in-the-physical-work-space-in-the-user-s-words-and-in-the/) Jon Kolko ## More by Jonathan Ive > [My father was a very good craftsman. He made furniture, he made silverware and he had an incredible gift in terms of how you…](https://sms4smile.com/quotes/jonathan-ive/my-father-was-a-very-good-craftsman-he-made-furniture-he-made/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an…](https://sms4smile.com/quotes/jonathan-ive/the-more-i-learnt-about-this-cheeky-almost-rebellious-company-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [To design something really new and innovative you have to reject reason.](https://sms4smile.com/quotes/jonathan-ive/to-design-something-really-new-and-innovative-you-have-to-reject/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The most important thing is that you actually care, that you do something to the very best of your ability](https://sms4smile.com/quotes/jonathan-ive/the-most-important-thing-is-that-you-actually-care-that-you-do/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care-just like the people who…](https://sms4smile.com/quotes/jonathan-ive/we-re-surrounded-by-anonymous-poorly-made-objects-it-s-tempting-to/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [And I said couldn't we be more moderate? And he said why? And I said because I care about the team. And he said,…](https://sms4smile.com/quotes/jonathan-ive/and-i-said-couldn-t-we-be-more-moderate-and-he-said-why-and-i-said/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [The absence of clutter is just a clutter-free product. 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It's unfair to ask people who don't have a sense of…](https://sms4smile.com/quotes/jonathan-ive/we-don-t-do-focus-groups-that-is-the-job-of-the-designer-it-s-unfair/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [I am very aware that I'm the product of growing up in England and the tradition of designing and making, of England industrialising first.](https://sms4smile.com/quotes/jonathan-ive/i-am-very-aware-that-i-m-the-product-of-growing-up-in-england-and-the/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [It's a very strange thing for a designer to say, but one of the things that really irritates me in products is when I'm…](https://sms4smile.com/quotes/jonathan-ive/it-s-a-very-strange-thing-for-a-designer-to-say-but-one-of-the-things/) [Jonathan Ive](https://sms4smile.com/quotes/author/jonathan-ive/) > [We won't do something different for different's sake. 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A guy who loved challenges.](https://sms4smile.com/quotes/michael-jordan/i-want-to-be-perceived-as-a-guy-who-played-his-best-in-all-facets-not/) [Michael Jordan](https://sms4smile.com/quotes/author/michael-jordan/) > [I feel like I'm the best, but you're not going to get me to say that.](https://sms4smile.com/quotes/jerry-rice/i-feel-like-i-m-the-best-but-you-re-not-going-to-get-me-to-say-that/) [Jerry Rice](https://sms4smile.com/quotes/author/jerry-rice/) > [Life is where you love people and use things not use people and love things.](https://sms4smile.com/quotes/babloo/life-is-where-you-love-people-and-use-things-not-use-people-and-love/) [Babloo](https://sms4smile.com/quotes/author/babloo/) > [With every product, the delta between the brand and the reality determines its power over the minds of consumers, and with Trump, that delta…](https://sms4smile.com/quotes/rick-wilson/with-every-product-the-delta-between-the-brand-and-the-reality/) [Rick Wilson](https://sms4smile.com/quotes/author/rick-wilson/) > [The human element should be the two players on the court, not the officials. 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