It turned out that building mobile software was a lot more like building hardware... where you had 1 shot and you had to get it right, right out of the gate.

Think about where does this stand in the experience continuum that you've been imagining, where the world's going to go.

Everything for us is a system. We don't think about it discretely as just as a piece of hardware, or discretely as an application... or discretely as a platform. We think about it across the whole thing.

It turned out that building mobile software was a lot more like building hardware... where you had 1 shot and you had to get it right, right out of the gate.

What is the user problem that once we solve users can't live without?

It has to go to the level of emotional connection, where you feel without it you're lost.

You sort of have to separate what are questions you can ask that are going to help make you smarter about your thesis versus... trying to get somebody to validate it for you.