Yves Behar

Sometimes you can find peace of mind by transferring yourself to different situations. They're just reminders to stay... calm.

I am extraordinarily fascinated by the future of technology. We are in the early infancy of technology, and we have an opportunity to guide how technology develops and integrates into our lives. I talk a lot about the 'invisible interface,' or the idea that we can utilize technology without being absorbed into a screen.

The biggest challenge is that when people look at low price point products, they essentially invest less money in development, innovation, and new technology. And in order to innovate at a lower price point, and make sustainability attainable to the masses, you have to invest more. But that's counterintuitive for a lot of businesses.

Having one foot in design and the other in sustainable and social projects, I hear this question quite often: 'Why does the world need another chair?' My answer is that the world needs another chair/bicycle/car or any new product for that matter, like the world needs another book.

I am always looking for ways to move technology away from being over-featured. Moving to Silicon Valley in the mid-1990s meant I grew up as a designer in an environment where technology is a tool and not a means to an end. I believe that design should be driven by ideas, not style.

I have been working with Hive, part of British Gas, on reinventing the thermostat. Now you can control your heating at the press of a button on your phone. As I say, design should permeate every part of society.

When clients come to my design agency and say 'I want to be the Apple of this or that,' we say 'Okay, are you ready to be the Steve Jobs?' Few are up to the task.

Design certainly has a cosmetic, aesthetic aim. It always aims at making things beautiful. But relevance is just as important. I often say, 'If it isn't ethical, it can't be beautiful. But if it isn't beautiful, it probably shouldn't be at all.'

Juicero is the first company to make cold-pressed juice something that people can make themselves at home. The challenges to design and engineer a press that can deliver 8,000 pounds of force are tremendous.

I'm interested in technology for the masses. Good tech design should not just be for enthusiasts but for the general public. It should be something that touches everyone.

What I learned from my years in Silicon Valley is that design can have a primary role in how a business is shaped, how a company can be design-driven. In my experience of large industry in Europe, that knowledge has been lost.

I think every business, really, has a unique reason for being, unique assets, unique attributes, a unique history. And that can be turned into a very attractive design story, essentially, that consumers can relate to.

I am passionate about what design can do - how far it can support the new ideas and the new ways of living of this 21st Century. Good design accelerates this exciting future where manufacturing is local, materials and processes are cradle to cradle, business models are both socially and financially driven.

I truly believe that we're about to enter a second golden age of design. The first one was in the '50s and '60s, when designers like Raymond Loewy, Charles Eames, George Nelson and Dieter Rams were shepherds of the brands they were working with. They had influence over the products and how companies communicated and promoted themselves.

Design is a tool that either allows us to create new markets or disrupt existing ones.

Design accelerates the adoption of new ideas. And many of these ideas are important for designers to show that there is a way. When you see things through that lens, you realize it applies to any industry and any form of design.

The best design work is really done when you spend more time with people, when you have the opportunity to be of the same mindset and the same incentives as the founder of the business.

My mantra is: 'Good design accelerates the adoption of new ideas.'