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

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.

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

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

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.

I think that 'system think' is a mindset.