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.

The thinking needs to shift from being less about the actual things, to being about the individual user.

It is a little bit science project-y sometimes, and we talk about it that way.

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

You gotta think about your category, your replacement cycle, usage, how these things come together and the dynamics are different.

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.