Ten years ago, we would buy something based on price. We have more access to information via the internet, which has made a lot of co-operations weaker. For so long they thought they were outside of society. You get people who at home are serious eco freaks and when they go to work they spend all day polluting a river - they separate their work from everyday life. It can't happen anymore.
People have to see that it's all one planet.
With Sony, we had three ideas. We thought about it and we had a very simple idea. It's flat, therefore it can be made into a table. So we designed a low coffee table put a frame inside it and mounted it on wheels. To go to as many different companies as we can and help them reperceive their potential to create exciting things.