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

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

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

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.

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.

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

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