Tony Fadell

This is what's going to happen.

And this is the vision.

And we don't know what we don't know until we ship it and we get opinions from the users.

Now, it's very different when you do this in a B2B context versus a B2C context.

And so the hardest environment to work with it when you have these opinion-based decisions is in a B2C context because you have to see these decisions in the full light and you don't, a consumer does.

They have to see it from the marketing, from how they discover it in the marketing, the key feature sets, the ability to use the product, all of these different things for them to actually come up with an opinion.

of what they like and what they don't like and being able to critique it.

And if you don't, and if you're doing a 1.0 and the world hasn't seen, you're not gonna get that from consumers ever.

You have to ship it and you have to build the entire kind of ecosystem so those consumers see it in the fullness so that when they do the evaluation and they spend their own money, then you're getting real feedback.

When it comes to consumer, Adams-based products, with services or not, whatever it is, you have to build the entire thing and visualize the entire thing to be able to make those opinion-based decisions.

And so you need a small team who's looking at the marketing angles, the engineering angles, the sales angles, all those different things to go, okay, that's the way we're going.

And there's only so many ways you can do it because the rest of the team doesn't see this either.

And so you have to be very articulate about how what that opinion based decision is made for, why, how it might affect market, how you do it and make sure the team understands it.

Now, if the team is just fully against it, well, then maybe it has to be unkind.

But hopefully, if you've done a good job and you really have an informed gut,

and you can articulate that, you can get everybody moving in the same direction, even if it is, and it's gonna be risky.

You're right, you gotta know that you gotta take risks, because most people in those other functions, they don't wanna take any risks.

And so there's someone who's gotta be the target, right?

And today, in many contexts, people go and hire consultants

They go and hire, okay, we're gonna do a user study or we're gonna do all this.