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.

In the hardware world, you've got to take your time because your iteration cycles are much more deliberate.

What is the user problem that once we solve users can't live without?

It has to go to the level of emotional connection, where you feel without it you're lost.

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

No one is going to tell you what to build. If they did, then they should do it, not you.