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• Idealoft designs, develops and markets unique products. Although we respect proven solutions, we refuse to let the status quo hinder our creativity. We focus on ideas that are either distinct from available alternatives or entirely new. Our unique designs are complimented with a commitment to customer service and stringent quality control - all products are fully guaranteed.
  
  
• Everything we make is available for retail purchase on our website and wholesale inquiries are encouraged. We will continue to aggressively develop new product lines as well as announce new offerings in our existing lines.

Everything we do at idealoft is built around the following set of core maxims:

• Be ethical. In pursuit of our lofty goals, we will not resort to unethical methodologies.
  
  
• Think creatively. Any person can have a good idea about any thing at any time. Think about what you are doing and approach it from alternative perspectives; after discussing the ideas and making decisions - implement the solutions. We will be guided by what is best, not by what is common.
  
  
• Become engaged. In addition to achieving better results, being passionate about your work is simply more vivacious and enjoyable. Whenever we are working, we will avoid working superficially and strive to become engaged.
  
  
• Be open. If you are unsatisfied, let it be known. There are almost always creative solutions to any problem; but they must be discussed and addressed. It is easiest to solve a problem when it arises, not when it degrades into catastrophe. Likewise, when something is going well, let everyone know.
  
  
• Have fun. Hard work does not equal unhappiness: enjoy whatever you are doing.
  
  
• Take responsibility. Whether it be alone or as a team, take responsibility. Take ownership of duties, tasks or projects and enbrace any praise or blame that ensues.
  
  
• Pursue excellence. We will not settle for mediocrity. As we improve, we will acknowledge our progress, celebrate it, and continue on the unending path toward excellence. That we have achieved a better result than the competition does not, in any way mean that the process is complete.
  
  
• Endure hardship. We recognize that hardship is an integral part life; we will endure difficulties whenever they arise and work toward their demise.
  
  
• Respect people. In the end, everything we do is for people, be it for our customers, our clients, our coworkers or ourselves: respect everyone.

Denis Grosz

• How do you approach designing for idealoft? From an early age, I designed all sorts of things and tinkered with whatever I got my hands on. This background, along with a strong sense of curiosity, yields plenty of new ideas. At idealoft, we focus on those concepts that distinguish themselves from competing products. It's difficult for me to get passionate about a new product if its not significantly different than what is currently available.
  
  
• What do you do in your spare time? I enjoy hiking, travelling, classical piano, woodworking, philosophy, and design. I also design the projects for a website called uniqueprojects where I provide plans for all sorts of unique things people can make on their own.
  
  
• Where have you travelled? I have recently been to Croatia, Nepal, Thailand, India, Indonesia, Hawaii etc.
  
  
• What is so compelling about visiting other places? I enjoy the new sights and I love the freedom; but I am most interested in exploring the wide variety of approaches that people have toward life. Although people from different parts of the world exhibit many similarities, there are also profound differences. Exploring those differences in the Andaman Islands, for example, is simply fascinating for me. I also get lots of new ideas while on the road - people in other countries work from within entirely different design histories and this is exemplified in their creations.
  
  
• Where did you go to school? UC Berkeley

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