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.

No one is going to tell you what to build. If they did, then they should do it, not you.

You have to take those concepts and prove them, a little bit like you do a PhD thesis.

I think that 'system think' is a mindset.

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.

In the hardware world, you've got to take your time because your iteration cycles are much more deliberate.