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

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

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

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

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.