"The other side of inspiration is that moment where you're never quite sure when it's going to come. It can come at the most surprising, shocking times. I think the worst time for me that I've ever had an inspirational idea, which was an idea for a feature in Black & White, was actually when I was being intimate with my wife."​

"When we sat down with a design, the first thing we did was take lots of Valium, and we looked at the communities and started reading the community boards. You have to take Valium because we designers take this very personally, and when people say horrible things about your games, it's like saying something horrible about your child. You almost have to go for counseling."​

"Because of that, we then made swords work in a very similar way to guns to work in a very similar to magic. Suddenly, the whole hour of tedium went away for players because we unified that combat system and actually made it much more accessible for the more casual side of Fable III  players, and made it much more interesting for the core players because they could start combining magic together and switching between guns and swords, because they were the same.

That meant that, even though it was simpler, it was actually more complex and sophisticated."
​

"Driven mad by making huge, sausage-like penises on apes - that's the sort of thing I get people to do at Lionhead."​