Tony Fadell

Right.

And so you have to be in their shoes and you go, OK, like when I do the when I do the press release, I can only have three or four key features after that.

it becomes gobbledygook for a customer.

So you're like, okay, what are those three or four things?

Okay, what is that?

That's what we're going to focus on.

And so, no, we're not going to add five more features.

That's not going to make it sell better, right?

Or, oh, no, we're going to cut these two features and ship it.

It's like, well, wait a second.

We cut out two of our three key tentpole features.

How are we going to sell that anymore?

So it's a holistic design.

It's not, you know, like because we think the technology –

The technology is in service of the customer, not we're going to jam the technology down the customer's throat and they're going to figure out how to use it.

There's too much noise.

You've got to make it frictionless and you've got to fit it in their world and see from their point of view, go, oh, that's why I need it.

General Magic was the perfect story for that.

I don't know if your viewers should definitely watch the movie General Magic because we made the iPhone 15 years too early and that was a classic case where we were just making the things that were really cool and nobody needed it.

Well, the discipline of product management is