You don’t know what design is

For the fine gentleman who wrote this pearl: You, my friend, you don’t know what design is.

People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.

— Steve Jobs as quoted in The Guts of a New Machine (30 November 2003)

Don’t take it from me. I think this Steve guy knew something about creating value.