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

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

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

We start to try to live in tomorrow and the future, and start to think about what we build today as a stepping stone to graduate users.

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

We can dream a lot faster than what's possible.

You have to have the definition of what you're trying to do across the system.