Tony Fadell

Sometimes he was.

convincing them not to buy something because that wasn't the best product they had buy this one instead and actually go to my competitor down the street because he was building a relationship and storytelling because he these people loved what it was so it sometimes is not just setting expectations and telling a story but it's also saying hey maybe i'm not for you and that's truth that's also truth and so like steve always said the best marketing just tells the truth

Now, might put nice words around it, nice creative and everything, but it's telling the truth.

And so when I watched Steve prepare for, and like I said, when we did the two and a half years with the iPhone, he was honing the story of the iPhone every day.

He didn't give it to marketing.

He knew what that thing was and what those key features were, like we talked about, and micromanaged those features because he knew those were the things the world's going to take notice to.

And he would refine the story and then tell other people who were unwashed by it, like friends who were really smart, and say, I'm going to give you the pitch and give you the pitch.

And he would refine, refine, refine.

And so when you saw him come on stage...

It was just because he had done it, you know, 100,000 times or at least 10,000 times.

Right.

And he knew it like boom, boom, boom, boom, boom.

Just it just came off.

And so I watched and learned from that.

And that's what we did for like the Nest Learning Thermostat.

That's what we learned.

You know, we did for each of those things.

It was just that same storytelling over and over.

What does it matter?

Why does it matter?