Nosce te ipsum

As senior vice-president of design at Apple, Jonathan Ive has combined what he describes as “fanatical care beyond the obvious stuff” with relentless experiments into new tools, materials and production processes, to design such ground-breaking products as the iMAC, iBook, the PowerBook G4 and the iPod MP3 player. He won the Design Museum's first Designer of the Year prize for the 2002 iMac and iPod.

What goes away when a company moves past the start-up phase? Living only on take-out and caffeine. Working in a [small] living room. Crazy, stupid, unprofessional behavior. Wearing nothing but shorts and ripped t-shirts.

When you evolve out of start-up mode and start worrying about being professional and dignified, you only lose capabilities. You don't add anything... you only take away. Dignity is deadly.