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.
You gotta think about your category, your replacement cycle, usage, how these things come together and the dynamics are different.
You have to take those concepts and prove them, a little bit like you do a PhD thesis.
It is a little bit science project-y sometimes, and we talk about it that way.
I think that 'system think' is a mindset.