"We need to prove to consumers that the future is not neccessarily going to be hell: that we won't all be living in recycled clay houses. The future will work and will bring moments of joy."

"We need to get away from the word 'alternative' with its suggestion of something slightly less good or less pleasant. If we aim for alternative we'll fail- we won't get out of bed for alternative. We get out of bed for better, nicer, happier."