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

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

I have a daily call thats 2.5 hrs with the entire team: from materials, sourcing, manufacturing, design, sensor, firmware... mechanical engineering - all together and they all have to sit through each other's updates... but then understand what those tradeoffs are and I sort of force that communication.

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.

I think that 'system think' is a mindset.

The thinking needs to shift from being less about the actual things, to being about the individual user.

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