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

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.

You sort of have to separate what are questions you can ask that are going to help make you smarter about your thesis versus... trying to get somebody to validate it for you.

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

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

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.