Here at Lifetime we put our clients at the very centre of what we do.

Client satisfaction is key. If they are happy, we are happy.

And that’s why we are so impressed with the philosophy of Apple, and in particular their Senior Vice President of Industrial Design Sir Jonathan Ive.

It all revolves around the ‘why’…..

The design guru noted that Apple-co-founder, the late Steve Jobs, was successful in turning the company around from 1997 onwards because his approach focused on the products rather than financial minutiae.

“We are really pleased with our revenues but our goal isn’t to make money,” Ive said of Apple. “It sounds a little flippant, but it’s the truth. Our goal and what makes us excited is to make great products.

“If we are successful people will like them and if we are operationally competent, we will make money.”

Ive, who joined Apple in 1992 and became the company’s lead designer in 1997, was also keen to emphasise the need for quality design and innovation – something that here at Lifetime we too believe strongly in, and are keen to develop as technology, and avenues of communication, continue to move on apace.

Ive said: “I refute that design is important. Design is a prerequisite!

“Good design – innovation — is really hard. Really great design – innovation – is really hard.

“Good is the enemy of great. If you are trying to do something new, you have challenges on so many axes.”

But if you can pull it off, like Ive and Apple have done………what a feel-good factor that delivers!