I think that 'system think' is a mindset.
You gotta think about your category, your replacement cycle, usage, how these things come together and the dynamics are different.
What is the user problem that once we solve users can't live without?
In the hardware world, you've got to take your time because your iteration cycles are much more deliberate.
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.