title
Tony Fadell: iPhone, iPod, Nest, Steve Jobs, Design, and Engineering | Lex Fridman Podcast #294

description
Tony Fadell is an engineer and designer, co-creator of the iPod, iPhone, Nest Thermostat, and author of the new book Build: An Unorthodox Guide to Making Things Worth Making. Please support this podcast by checking out our sponsors: - Mailgun: https://lexfridman.com/mailgun - Scale: https://scale.com/lex - NetSuite: http://netsuite.com/lex to get free product tour - SimpliSafe: https://simplisafe.com/lex and use code LEX - Eight Sleep: https://www.eightsleep.com/lex and use code LEX to get special savings EPISODE LINKS: Tony's Twitter: https://twitter.com/tfadell Tony's Website: https://tonyfadell.com Build (book): https://amzn.to/3xSReee Story (book): https://amzn.to/3Olzqhv PODCAST INFO: Podcast website: https://lexfridman.com/podcast Apple Podcasts: https://apple.co/2lwqZIr Spotify: https://spoti.fi/2nEwCF8 RSS: https://lexfridman.com/feed/podcast/ Full episodes playlist: https://www.youtube.com/playlist?list=PLrAXtmErZgOdP_8GztsuKi9nrraNbKKp4 Clips playlist: https://www.youtube.com/playlist?list=PLrAXtmErZgOeciFP3CBCIEElOJeitOr41 OUTLINE: 0:00 - Introduction 1:18 - Memories 8:14 - Apple II 16:52 - First business 20:56 - iPod 44:58 - Ideas 49:10 - Marketing 59:27 - PR and Comms 1:09:07 - Design 1:14:04 - Experts 1:20:06 - Steve Jobs 2:03:45 - Jony Ive 2:10:56 - Nest 2:21:14 - Advice for young people 2:25:31 - Startup 2:30:27 - Money 2:35:34 - Work-Life Balance 2:38:12 - Darkest moment 2:43:50 - Meaning of life SOCIAL: - Twitter: https://twitter.com/lexfridman - LinkedIn: https://www.linkedin.com/in/lexfridman - Facebook: https://www.facebook.com/lexfridman - Instagram: https://www.instagram.com/lexfridman - Medium: https://medium.com/@lexfridman - Reddit: https://reddit.com/r/lexfridman - Support on Patreon: https://www.patreon.com/lexfridman

detail
{'title': 'Tony Fadell: iPhone, iPod, Nest, Steve Jobs, Design, and Engineering | Lex Fridman Podcast #294', 'heatmap': [], 'summary': "Tony fadell, co-creator of ipod and iphone, discusses innovation, risk-taking, and steve jobs' leadership insights, emphasizing the impact of apple's products, including the ipod accounting for 60% of apple's revenue and 85% market share, and the successful acquisition of nest by google for $3.2 billion, while also covering his journey in tech, design processes, and career challenges.", 'chapters': [{'end': 72.443, 'segs': [{'end': 24.053, 'src': 'embed', 'start': 0.049, 'weight': 0, 'content': [{'end': 7.27, 'text': "It wasn't just a one-on-one, it could be Steve against the team going, we need glass instead of plastic on the front face of the iPhone.", 'start': 0.049, 'duration': 7.221}, {'end': 8.911, 'text': "And we're going to do this.", 'start': 7.65, 'duration': 1.261}, {'end': 13.231, 'text': "And we're like, God, you know? And so we did it.", 'start': 10.051, 'duration': 3.18}, {'end': 17.052, 'text': "And he pushed us because he didn't know all the details.", 'start': 14.032, 'duration': 3.02}, {'end': 20.653, 'text': "but he could see in our minds that we're like, yeah, we could probably.", 'start': 17.052, 'duration': 3.601}, {'end': 24.053, 'text': "yeah, we could probably, but man, it's really putting us in risk.", 'start': 20.653, 'duration': 3.4}], 'summary': 'Steve pushed the team to use glass instead of plastic on the iphone, despite risks.', 'duration': 24.004, 'max_score': 0.049, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW449.jpg'}], 'start': 0.049, 'title': 'Innovation and risk-taking in technology', 'summary': "Explores the innovation process behind apple's products, focusing on the iphone, and emphasizes the willingness to take risks, as highlighted by tony fadell, co-creator of ipod and iphone, during his conversation with the lex rubin podcast.", 'chapters': [{'end': 72.443, 'start': 0.049, 'title': 'Innovation and risk-taking in technology', 'summary': "Discusses the innovation process behind apple's products, particularly the iphone, and the willingness to take risks, as emphasized by tony fadell, co-creator of the ipod and iphone, during his conversation with the lex rubin podcast.", 'duration': 72.394, 'highlights': ["Tony Fadell discusses Steve Jobs' push for innovation, exemplified by the decision to use glass instead of plastic on the front face of the iPhone, despite the associated risks and uncertainties.", 'Tony Fadell highlights the willingness to take risks in pursuing innovation, as demonstrated by the decision-making process at Apple, specifically regarding the development of the iPhone and other revolutionary products.', 'Tony Fadell emphasizes the role of Steve Jobs in driving innovation and taking calculated risks, showcasing the mindset required to create technology that revolutionizes life for a large number of people.']}], 'duration': 72.394, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW449.jpg', 'highlights': ['Tony Fadell emphasizes the role of Steve Jobs in driving innovation and taking calculated risks, showcasing the mindset required to create technology that revolutionizes life for a large number of people.', "Tony Fadell discusses Steve Jobs' push for innovation, exemplified by the decision to use glass instead of plastic on the front face of the iPhone, despite the associated risks and uncertainties.", 'Tony Fadell highlights the willingness to take risks in pursuing innovation, as demonstrated by the decision-making process at Apple, specifically regarding the development of the iPhone and other revolutionary products.']}, {'end': 1194.328, 'segs': [{'end': 513.775, 'src': 'embed', 'start': 486.595, 'weight': 0, 'content': [{'end': 489.757, 'text': 'And I wish companies revealed the beautiful side effects a little bit more.', 'start': 486.595, 'duration': 3.162}, {'end': 493.38, 'text': 'But sorry for the distraction.', 'start': 490.838, 'duration': 2.542}, {'end': 495.462, 'text': 'So you mentioned Apple II.', 'start': 493.4, 'duration': 2.062}, {'end': 504.388, 'text': 'What was the first computer you fell in love with, like the product, the thing before you that was a personal computer? It was the Apple II.', 'start': 495.782, 'duration': 8.606}, {'end': 508.831, 'text': 'So the Apple II was something I was just lusting over.', 'start': 505.229, 'duration': 3.602}, {'end': 513.775, 'text': 'I think at the time it was the person of the year.', 'start': 508.851, 'duration': 4.924}], 'summary': 'Apple ii was the first personal computer the speaker fell in love with, being the person of the year at that time.', 'duration': 27.18, 'max_score': 486.595, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW4486595.jpg'}, {'end': 616.659, 'src': 'embed', 'start': 592.757, 'weight': 2, 'content': [{'end': 601.181, 'text': 'From a product perspective, what do you remember that was brilliant? The design choices, the ideas behind it,', 'start': 592.757, 'duration': 8.424}, {'end': 606.424, 'text': 'or is it just that it exists? Or the very idea of a personal computer is the brilliant design choice?', 'start': 601.181, 'duration': 5.243}, {'end': 612.893, 'text': 'Yeah, it was that I could actually have this kind of tool in my house and I could use it anytime I wanted.', 'start': 607.205, 'duration': 5.688}, {'end': 614.275, 'text': 'I could program it anyways.', 'start': 612.953, 'duration': 1.322}, {'end': 616.659, 'text': 'There was no, you know, there was no internet connection.', 'start': 614.295, 'duration': 2.364}], 'summary': 'Brilliant personal computer design choice allowed programming without internet connection.', 'duration': 23.902, 'max_score': 592.757, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW4592757.jpg'}], 'start': 72.983, 'title': "Tony fadell's journey in tech", 'summary': "Highlights tony fadell's early experiences with computers, including programming, the impact of apple ii, and the evolution of hardware and software modification, emphasizing empowerment and technology accessibility.", 'chapters': [{'end': 486.535, 'start': 72.983, 'title': "Tony fadell's love for computers", 'summary': "Highlights tony fadell's early experiences with computers, including his introduction to programming through bubble cards, the magic of creating games and music using basic programming and assembly, and his desire to celebrate the stories and passion of engineers and designers.", 'duration': 413.552, 'highlights': ['Tony Fadell shares his first encounter with computers through a basic programming class in fifth grade, where he used bubble cards to input programs, highlighting the cumbersome nature of early programming methods. Fifth grade, use of bubble cards', 'Fadell discusses the magic of programming in a remote location and the ability to create worlds and interact with computers, emphasizing the early stages of cloud computing and terminal-based computing. Introduction to cloud computing and terminal-based computing', 'Fadell expresses his fascination with creating games and music using basic programming and assembly, showcasing his early passion for programming and the creative possibilities it offered. Creation of games and music using basic programming and assembly', 'He emphasizes the importance of celebrating the stories and passion of engineers and designers, expressing his wish to treat them like artists and acknowledge the genius behind the little details in products. Advocacy for celebrating the stories and passion of engineers and designers']}, {'end': 753.49, 'start': 486.595, 'title': 'Apple ii: the beginning of personal computing', 'summary': "Discusses the speaker's fascination with apple ii, the significant efforts made to acquire it, the sense of ownership, and the community surrounding software sharing, emphasizing the transformative impact of personal computing in the 1980s.", 'duration': 266.895, 'highlights': ["The speaker's determination to acquire the Apple II, working hard and being matched by their grandfather, spending $2,500 in 1981, exemplifying the significant efforts made to obtain the personal computer. Efforts to acquire Apple II, cost of $2,500 in 1981.", "The transformative impact of personal computing, the sense of ownership and community surrounding software sharing, and the speaker's ability to program and explore the Apple II, reflecting the significant shift brought by personal computing in the 1980s. Transformative impact of personal computing, sense of ownership, community surrounding software sharing.", "The speaker's experience with the Apple II, the ability to generate tones and notes using the mocking board and music construction set, and the comparison to a Moog synthesizer, showcasing the innovative features of the Apple II in 1981-82. Ability to generate tones and notes using the mocking board, comparison to a Moog synthesizer, innovative features of the Apple II in 1981-82."]}, {'end': 1194.328, 'start': 754.63, 'title': 'Evolution of hardware and software modification', 'summary': 'Discusses the early days of hardware and software modification, particularly focusing on the apple ii, and the shift in technology accessibility and empowerment, highlighting the impact of open source projects and the emergence of a new generation of makers and builders.', 'duration': 439.698, 'highlights': ['The early days of hardware and software modification, particularly focusing on the Apple II, and the shift in technology accessibility and empowerment.', 'The intentional release of schematics with the Apple II, fostering a community of cutting-edge makers and builders.', 'The emergence of a new generation of makers and builders empowered by platforms like Raspberry Pi and the expansion of open-source projects.', 'The impact of open-source projects like Raspberry Pi in revealing a semi-dormant genius amongst millions, with several million units sold and shipped, indicating a quiet storm of genius brewing of engineers.', 'The creation of tools and software to simplify the installation of new hardware and expand the capabilities of existing software, leading to increased orders and customer empowerment.']}], 'duration': 1121.345, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW472983.jpg', 'highlights': ['The impact of open-source projects like Raspberry Pi in revealing a semi-dormant genius amongst millions, with several million units sold and shipped, indicating a quiet storm of genius brewing of engineers.', "The transformative impact of personal computing, the sense of ownership and community surrounding software sharing, and the speaker's ability to program and explore the Apple II, reflecting the significant shift brought by personal computing in the 1980s.", "The speaker's determination to acquire the Apple II, working hard and being matched by their grandfather, spending $2,500 in 1981, exemplifying the significant efforts made to obtain the personal computer.", 'The creation of tools and software to simplify the installation of new hardware and expand the capabilities of existing software, leading to increased orders and customer empowerment.', 'The emergence of a new generation of makers and builders empowered by platforms like Raspberry Pi and the expansion of open-source projects.']}, {'end': 2896.648, 'segs': [{'end': 1543.411, 'src': 'embed', 'start': 1516.784, 'weight': 0, 'content': [{'end': 1520.288, 'text': 'And at the same time I was doing the Philips Nino and Velo.', 'start': 1516.784, 'duration': 3.504}, {'end': 1523.632, 'text': 'Those are Windows CE based mobile computing products.', 'start': 1520.348, 'duration': 3.284}, {'end': 1530.359, 'text': 'Nino was the first device to actually put Audible books on tape.', 'start': 1525.855, 'duration': 4.504}, {'end': 1536.145, 'text': "So I worked with Audible, we met in a conference, and they were like, we don't wanna do hardware, we just wanna do content.", 'start': 1530.479, 'duration': 5.666}, {'end': 1539.268, 'text': "I was like, well, we have this device, let's get it together.", 'start': 1536.165, 'duration': 3.103}, {'end': 1543.411, 'text': 'And we got Audible on that, and this was in 97.', 'start': 1539.288, 'duration': 4.123}], 'summary': 'Introduced audible books on tape to philips nino, a windows ce device in 1997.', 'duration': 26.627, 'max_score': 1516.784, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW41516784.jpg'}, {'end': 1936.941, 'src': 'embed', 'start': 1912.154, 'weight': 3, 'content': [{'end': 1918.256, 'text': 'And coming up with a bill of materials, coming up with what it could look like, what would be the input output,', 'start': 1912.154, 'duration': 6.102}, {'end': 1921.256, 'text': 'how we could make a better headphone jack.', 'start': 1918.256, 'duration': 3}, {'end': 1923.437, 'text': 'That was also on there.', 'start': 1922.417, 'duration': 1.02}, {'end': 1926.778, 'text': 'Screen suppliers, tearing apart calculators.', 'start': 1923.817, 'duration': 2.961}, {'end': 1934.3, 'text': 'So got calculators and all kinds of electronics to get the right size, different sizes of small LCDs.', 'start': 1927.178, 'duration': 7.122}, {'end': 1936.941, 'text': 'So I got all kinds of different battery types.', 'start': 1935.02, 'duration': 1.921}], 'summary': 'Researching components for headphone jack improvement, screen suppliers, and various battery types.', 'duration': 24.787, 'max_score': 1912.154, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW41912154.jpg'}, {'end': 2081.214, 'src': 'embed', 'start': 2055.768, 'weight': 4, 'content': [{'end': 2062.491, 'text': 'And then I went and got all that and made the, weighted these Styrofoam models to then match that.', 'start': 2055.768, 'duration': 6.723}, {'end': 2065.411, 'text': 'So, when you picked it up, it felt more or less form factor right?', 'start': 2062.511, 'duration': 2.9}, {'end': 2067.973, 'text': 'And it also you felt how much you know.', 'start': 2065.572, 'duration': 2.401}, {'end': 2069.313, 'text': 'was it gonna be dense enough??', 'start': 2067.973, 'duration': 1.34}, {'end': 2073.107, 'text': 'Is it gonna feel solid and rigid in your hand? Right?', 'start': 2069.614, 'duration': 3.493}, {'end': 2075.449, 'text': 'Why does it need to feel rigid??', 'start': 2074.148, 'duration': 1.301}, {'end': 2077.471, 'text': 'Because it has to feel substantial.', 'start': 2075.909, 'duration': 1.562}, {'end': 2081.214, 'text': 'It has to feel like I have like a bar of gold in my hand, right?', 'start': 2077.731, 'duration': 3.483}], 'summary': 'Styrofoam models were weighted to ensure form factor and density, aiming for a substantial feel.', 'duration': 25.446, 'max_score': 2055.768, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42055768.jpg'}, {'end': 2233.428, 'src': 'embed', 'start': 2206.153, 'weight': 2, 'content': [{'end': 2211.239, 'text': 'I would be overwhelmed by the doubt of that because so many things have to work, plus the supply chain.', 'start': 2206.153, 'duration': 5.086}, {'end': 2215.12, 'text': "At that point, I wasn't getting into any of those details or anything.", 'start': 2212.079, 'duration': 3.041}, {'end': 2218.482, 'text': "There's the basic stuff that you have to put together.", 'start': 2215.14, 'duration': 3.342}, {'end': 2227.885, 'text': 'And then you have to, through my learnings at General Magic and my learnings at Philips and delivering multiple large scale programs in manufacturing,', 'start': 2218.822, 'duration': 9.063}, {'end': 2233.428, 'text': 'you kind of get a rule of thumb and you know what to focus on at the beginning and what not to worry about over time.', 'start': 2227.885, 'duration': 5.543}], 'summary': 'Experience in large-scale manufacturing guides focus at the start.', 'duration': 27.275, 'max_score': 2206.153, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42206153.jpg'}, {'end': 2635.54, 'src': 'embed', 'start': 2611.414, 'weight': 7, 'content': [{'end': 2618.121, 'text': "because there's a lot of Korean, the MP man, like Walkman, but MP man, all these, and they were trying to hook them up.", 'start': 2611.414, 'duration': 6.707}, {'end': 2620.624, 'text': 'And they were like, these are horrible experiences.', 'start': 2618.402, 'duration': 2.222}, {'end': 2629.054, 'text': 'And through that, and they said, iTunes was something that was gonna help grow the Mac base because we were trying to get more people on the Mac.', 'start': 2621.245, 'duration': 7.809}, {'end': 2632.337, 'text': 'So this program would be a great new thing you could add to the Mac.', 'start': 2629.474, 'duration': 2.863}, {'end': 2635.54, 'text': 'And there was also internet connectivity at the time for the iMac.', 'start': 2633.138, 'duration': 2.402}], 'summary': 'Itunes was seen as a growth opportunity for mac due to its potential to attract more users and enhance connectivity.', 'duration': 24.126, 'max_score': 2611.414, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42611414.jpg'}, {'end': 2826.782, 'src': 'embed', 'start': 2803.39, 'weight': 1, 'content': [{'end': 2810.194, 'text': 'And then at the end was a superpower, an emotional superpower that said, oh my, this is something different.', 'start': 2803.39, 'duration': 6.804}, {'end': 2817.017, 'text': 'So when you can actually focus on a pain and get a painkiller for it, not a vitamin.', 'start': 2810.574, 'duration': 6.443}, {'end': 2819.698, 'text': 'So the difference between a painkiller and a vitamin is very clear.', 'start': 2817.417, 'duration': 2.281}, {'end': 2822.64, 'text': 'One, you need, I gotta get rid of this pain.', 'start': 2820.079, 'duration': 2.561}, {'end': 2826.782, 'text': "A vitamin, maybe it works, maybe it doesn't, maybe somebody needs it, maybe not.", 'start': 2822.92, 'duration': 3.862}], 'summary': 'Emotional superpower distinguishes painkillers from vitamins.', 'duration': 23.392, 'max_score': 2803.39, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42803390.jpg'}], 'start': 1194.348, 'title': 'The birth and design of ipod', 'summary': 'Covers the challenges faced while scaling quality computers, the genesis and revolutionizing impact of the ipod in the music industry, and the meticulous design process, culminating in the highly successful and influential product.', 'chapters': [{'end': 1255.212, 'start': 1194.348, 'title': 'Scaling quality computers exponentially', 'summary': 'Highlights the challenges faced while scaling quality computers exponentially from a two-person operation in a basement to handling customer support, packaging, and software development, with the goal of selling more hardware and software.', 'duration': 60.864, 'highlights': ['Handling customer support, packaging, and software development while scaling Quality Computers from a two-person operation to handling exponential growth.', 'The need to improve the out-of-box experience for the user to drive hardware and software sales.', 'Challenges faced in fixing hardware and software issues based on customer support calls to enhance the installation process and user experience.']}, {'end': 1831.074, 'start': 1255.212, 'title': 'Birth of ipod and revolutionizing music', 'summary': 'Discusses the genesis of the ipod, from the early love for music, dj experiences, to the birth of mp3 technology and its significant storage compression, culminating in the creation of the ipod, demonstrating the convergence of passion, need, and technology.', 'duration': 575.862, 'highlights': ['The birth of the iPod stemmed from a deep love for music since childhood, followed by DJ experiences and the inconvenience of lugging around CDs, culminating in the convergence of passion, need, and technology. Passion for music, DJ experiences, inconvenience of carrying CDs', 'The introduction of MP3 technology around 1997-1998 with significant storage compression, reducing a full lossless digital track into 4 to 8 megabytes, enabling storage of thousands of songs, leading to the birth of the iPod. Introduction of MP3 technology, significant storage compression', "The convergence of passion for music, the need to eliminate the inconvenience of carrying heavy music equipment, and the emergence of MP3 technology led to the creation of the iPod, aligning with Apple's requirement and the right technological advancements. Convergence of passion, need, and technology"]}, {'end': 2354.544, 'start': 1831.074, 'title': 'Designing ipod: from concept to presentation', 'summary': 'Reveals the meticulous process of designing the ipod, from evaluating multiple options for storage, battery, and form factor to creating physical models and convincing oneself of its feasibility, culminating in a highly confidential presentation to steve jobs, all within a tight six-week timeframe.', 'duration': 523.47, 'highlights': ["Designing multiple options for storage, battery, and form factor Exploring and evaluating various options for storage, battery, and form factor to present to Steve Jobs, with a focus on providing the best option last, ultimately leading to the selection of a 1.8-inch hard drive and a small screen similar to the original iPod's.", 'Creating physical models and prototypes Utilizing physical parts and 3D tools to design and create physical models and prototypes, including a styrofoam model with printed schematics and accurate weighting to ensure the right form factor and substantial feel.', 'Evaluating and iterating on design details Constantly evaluating and iterating on design details, including battery life, costs, mass, sizes, and UI constraints, while considering trade-offs and prioritizing essential elements such as battery life and cost.', 'Confidence and doubts in designing and presenting the iPod Balancing confidence and doubts in the feasibility of the design, while triple-checking the work and overcoming challenges, including working in secrecy due to a highly confidential program within Apple.']}, {'end': 2896.648, 'start': 2355.305, 'title': 'Steve jobs and the ipod', 'summary': 'Discusses the challenge and risk apple faced in creating the ipod, the pivotal role of itunes, and the strategy of identifying and addressing customer pain points, culminating in a highly successful and influential product.', 'duration': 541.343, 'highlights': ["Steve Jobs' commitment to allocate marketing dollars to the iPod despite the company's financial situation and the dominance of Sony in the audio market. Steve Jobs pledged to allocate a significant portion of Apple's marketing budget to the iPod, despite the company's cautious financial position and Sony's dominance in the audio market.", 'The pivotal role of iTunes in the success of the iPod, with Steve Jobs committing all marketing dollars to the integrated experience of iPod and iTunes. The success of iPod was reliant on the integrated experience with iTunes, with Steve Jobs committing all marketing resources to ensure the success of both products.', 'The process of identifying and addressing customer pain points, and providing emotional superpower through the creation of the iPod, emphasizing the importance of understanding customer needs and delivering effective solutions. The creation of iPod was rooted in identifying and addressing customer pain points, providing an emotional superpower by offering a solution to the inconvenience of carrying CDs, highlighting the importance of understanding customer needs and delivering effective solutions.']}], 'duration': 1702.3, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW41194348.jpg', 'highlights': ['Handling customer support, packaging, and software development while scaling Quality Computers from a two-person operation to handling exponential growth.', 'The need to improve the out-of-box experience for the user to drive hardware and software sales.', 'Challenges faced in fixing hardware and software issues based on customer support calls to enhance the installation process and user experience.', 'The creation of iPod was rooted in identifying and addressing customer pain points, providing an emotional superpower by offering a solution to the inconvenience of carrying CDs, highlighting the importance of understanding customer needs and delivering effective solutions.', 'The pivotal role of iTunes in the success of the iPod, with Steve Jobs committing all marketing dollars to the integrated experience of iPod and iTunes. The success of iPod was reliant on the integrated experience with iTunes, with Steve Jobs committing all marketing resources to ensure the success of both products.', "Steve Jobs' commitment to allocate marketing dollars to the iPod despite the company's financial situation and the dominance of Sony in the audio market. Steve Jobs pledged to allocate a significant portion of Apple's marketing budget to the iPod, despite the company's cautious financial position and Sony's dominance in the audio market.", "Designing multiple options for storage, battery, and form factor Exploring and evaluating various options for storage, battery, and form factor to present to Steve Jobs, with a focus on providing the best option last, ultimately leading to the selection of a 1.8-inch hard drive and a small screen similar to the original iPod's.", 'Creating physical models and prototypes Utilizing physical parts and 3D tools to design and create physical models and prototypes, including a styrofoam model with printed schematics and accurate weighting to ensure the right form factor and substantial feel.', 'Evaluating and iterating on design details Constantly evaluating and iterating on design details, including battery life, costs, mass, sizes, and UI constraints, while considering trade-offs and prioritizing essential elements such as battery life and cost.', 'Confidence and doubts in designing and presenting the iPod Balancing confidence and doubts in the feasibility of the design, while triple-checking the work and overcoming challenges, including working in secrecy due to a highly confidential program within Apple.']}, {'end': 3861.646, 'segs': [{'end': 2933.127, 'src': 'embed', 'start': 2896.648, 'weight': 8, 'content': [{'end': 2899.109, 'text': "when you get rid of that, you're like oh my God.", 'start': 2896.648, 'duration': 2.461}, {'end': 2901.71, 'text': "I didn't know that this was so much better.", 'start': 2899.109, 'duration': 2.601}, {'end': 2906.532, 'text': "So there's something in the book that's called out and I deemed it the virus of doubt.", 'start': 2901.81, 'duration': 4.722}, {'end': 2913.299, 'text': "And what the virus of doubt is is when there's pain and it's been habituated away,", 'start': 2907.637, 'duration': 5.662}, {'end': 2921.742, 'text': 'you use the right marketing messages to bring people back to that initial experience they had, or the initial experience that they had of that pain.', 'start': 2913.299, 'duration': 8.443}, {'end': 2933.127, 'text': 'Do you remember when the first time you did blah and it felt like this, right? And then you reawaken that habituated pain.', 'start': 2922.223, 'duration': 10.904}], 'summary': 'Using marketing to reawaken habituated pain and create doubt virus.', 'duration': 36.479, 'max_score': 2896.648, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42896648.jpg'}, {'end': 2970, 'src': 'embed', 'start': 2941.186, 'weight': 2, 'content': [{'end': 2945.171, 'text': 'And then you go, now I have the painkiller and the joy for you.', 'start': 2941.186, 'duration': 3.985}, {'end': 2947.575, 'text': "That's when it all comes together and it goes.", 'start': 2945.852, 'duration': 1.723}, {'end': 2954.788, 'text': "Let me on this, on the pain and the joy that's brilliantly put.", 'start': 2950.565, 'duration': 4.223}, {'end': 2960.773, 'text': 'you mentioned selling and marketing right? Marketing dollars.', 'start': 2954.788, 'duration': 5.985}, {'end': 2970, 'text': 'I have a love-hate relationship with marketing, like with a lot of things that require artistic genius.', 'start': 2962.875, 'duration': 7.125}], 'summary': 'Love-hate relationship with marketing, requires artistic genius.', 'duration': 28.814, 'max_score': 2941.186, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42941186.jpg'}, {'end': 3051.541, 'src': 'embed', 'start': 3026.11, 'weight': 0, 'content': [{'end': 3030.915, 'text': 'In the early part of my career, you know, like General Magic and Phillips, and what have you?', 'start': 3026.11, 'duration': 4.805}, {'end': 3040.03, 'text': 'And especially when I was, you know, a teenager, when I was like doing making my own chips and stuff like that,', 'start': 3033.784, 'duration': 6.246}, {'end': 3043.293, 'text': 'I really worried about just putting cool things together.', 'start': 3040.03, 'duration': 3.263}, {'end': 3048.098, 'text': "I'm like that, when I put those two cool things together as an engineer, you go, that's cool.", 'start': 3044.134, 'duration': 3.964}, {'end': 3051.541, 'text': 'And then I would talk to the other friends who might be geeks too.', 'start': 3048.919, 'duration': 2.622}], 'summary': 'Early in my career, worked at general magic and phillips, and as a teenager, made my own chips. i focused on putting cool things together as an engineer.', 'duration': 25.431, 'max_score': 3026.11, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW43026110.jpg'}, {'end': 3095.677, 'src': 'embed', 'start': 3069.097, 'weight': 3, 'content': [{'end': 3074.163, 'text': "because we're not articulating it for ourselves, because it's just something we're like putting it together and like yeah, that's cool,", 'start': 3069.097, 'duration': 5.066}, {'end': 3079.249, 'text': "because because we think we're solving some problem we have, but we're not really articulating it.", 'start': 3074.163, 'duration': 5.086}, {'end': 3084.912, 'text': 'So what normally happens, and this happens because we invest in so many companies around the world.', 'start': 3079.709, 'duration': 5.203}, {'end': 3088.494, 'text': 'you have these brilliant engineers, designers, scientists, researchers.', 'start': 3084.912, 'duration': 3.582}, {'end': 3091.175, 'text': "they put together these what's.", 'start': 3088.494, 'duration': 2.681}, {'end': 3095.677, 'text': 'And then they develop it, develop it, develop it.', 'start': 3092.856, 'duration': 2.821}], 'summary': 'Companies invest in brilliant engineers, designers, and scientists to develop solutions for unarticulated problems.', 'duration': 26.58, 'max_score': 3069.097, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW43069097.jpg'}, {'end': 3186.111, 'src': 'embed', 'start': 3158.042, 'weight': 1, 'content': [{'end': 3160.323, 'text': 'Exactly, stop impressing the geek next to you.', 'start': 3158.042, 'duration': 2.281}, {'end': 3169.706, 'text': "What is the superpower you're bringing or the pain you're killing for the end customer, right? Now let's contrast that.", 'start': 3160.603, 'duration': 9.103}, {'end': 3172.327, 'text': 'Think about a movie.', 'start': 3171.586, 'duration': 0.741}, {'end': 3174.207, 'text': 'A movie starts with a treatment.', 'start': 3173.067, 'duration': 1.14}, {'end': 3182.17, 'text': "It has an audience that says the audience, here's the characters, here's the storyline, the plot, here's the arc of the story.", 'start': 3174.927, 'duration': 7.243}, {'end': 3183.59, 'text': 'right?. It pulls that all out.', 'start': 3182.17, 'duration': 1.42}, {'end': 3186.111, 'text': "Then there's a script that's written.", 'start': 3184.65, 'duration': 1.461}], 'summary': 'Focus on delivering superpowers and solving customer pain, akin to outlining a movie plot and script.', 'duration': 28.069, 'max_score': 3158.042, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW43158042.jpg'}, {'end': 3521.152, 'src': 'embed', 'start': 3493.776, 'weight': 5, 'content': [{'end': 3497.417, 'text': 'You have to understand what they do, be empathetic with what they do.', 'start': 3493.776, 'duration': 3.641}, {'end': 3507.421, 'text': "And you have to project the customer's empathy, or empathy for the customer to them and tell them why and why this customer needs this,", 'start': 3497.818, 'duration': 9.603}, {'end': 3508.362, 'text': "why this doesn't work.", 'start': 3507.421, 'duration': 0.941}, {'end': 3510.243, 'text': 'so that they learn more.', 'start': 3509.202, 'duration': 1.041}, {'end': 3511.104, 'text': "They're not just doing,", 'start': 3510.283, 'duration': 0.821}, {'end': 3521.152, 'text': "but they learn about the customer's point of view and sit in there and stand in their shoes to be able to then make better decisions on the engineering details or the operational details,", 'start': 3511.104, 'duration': 10.048}], 'summary': 'Empathize with customers to improve understanding and decision-making in engineering and operations.', 'duration': 27.376, 'max_score': 3493.776, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW43493776.jpg'}], 'start': 2896.648, 'title': 'Marketing insights and product development', 'summary': "Delves into the virus of doubt's impact on marketing, the significance of starting with 'why' in product development, and the multifaceted function of a marketing department, covering hiring challenges and leadership impact.", 'chapters': [{'end': 3024.829, 'start': 2896.648, 'title': 'The virus of doubt and marketing insights', 'summary': 'Discusses the concept of the virus of doubt and its impact on reawakening habituated pain for marketing purposes, emphasizing the importance of creating a product that people love and relying on word of mouth as the best form of marketing.', 'duration': 128.181, 'highlights': ['The concept of the virus of doubt is explained, detailing how it reawakens habituated pain for marketing purposes. The virus of doubt is described as a method to bring people back to the initial experience of pain, reawakening habituated pain and making it visceral, before presenting the solution as a painkiller and joy.', 'The significance of creating a product that people love and relying on word of mouth as the best form of marketing is emphasized. The speaker expresses a love-hate relationship with marketing, stating that the best marketing is the product itself and word of mouth, emphasizing the importance of creating a product that people love.', 'The discussion on the beginning of marketing and the importance of revealing the pain and joy of a product is provided. The speaker delves into the importance of starting at the beginning in marketing and explains the significance of revealing the pain and joy of a product, providing different perspectives on the topic.']}, {'end': 3292.936, 'start': 3026.11, 'title': 'Start with why in product development', 'summary': "Emphasizes the importance of starting with 'why' in product development, using the analogy of movie production to illustrate the necessity of creating a cohesive non-fictional story from the beginning to ensure a successful product launch.", 'duration': 266.826, 'highlights': ["The importance of articulating the 'why' behind product development to inform the 'what' and marketing, exemplified by the analogy of movie production, is emphasized to ensure a cohesive non-fictional story and successful product launch.", "Creating a 'press release' as a treatment for the product, outlining the audience, features, pain points addressed, and price, serves as a bar and measuring stick during development, ensuring alignment and cohesion throughout the process.", 'The need for a cross-functional team, including engineers, designers, and marketers, to collaborate from the beginning to ensure a successful product launch and cohesive storytelling is highlighted.']}, {'end': 3861.646, 'start': 3293.616, 'title': 'Purpose of marketing department', 'summary': "Discusses the diverse functions of a marketing department, emphasizing the importance of product management, the challenges of hiring for the role, the tension between communications and innovation, and the impact of leadership on the department's ethos and storytelling.", 'duration': 568.03, 'highlights': ["Product management or product marketing is the voice of the customer, representing their needs and pains in every meeting, creating deep messages that are then transformed into marketing creatives. Product management plays a crucial role in representing customer needs and creating compelling messages for marketing, contributing to effective communication of the product's benefits.", 'The product manager typically starts as the founder and later builds a product management team to oversee the process, requiring empathy, understanding, and the ability to collaborate effectively across different functions. The founder often serves as the initial product manager, gradually building a team that embodies empathy, collaboration, and customer-centric thinking, making it a challenging role to hire for.', "Communications and PR often err on the side of caution to mitigate risks, but in the modern world, authenticity and bold storytelling are increasingly valuable, creating tension between caution and the need to reveal the genius of the product. The cautious approach of communications and PR to mitigate risks can sometimes conflict with the need for bold storytelling and authentic communication, impacting the portrayal of a product's value.", "The ethos of the leader greatly influences the communication style, with conservative leaders leading to a more cautious approach in the communications department, while bold leaders tend to foster a bolder communication strategy. The leader's communication style directly influences the approach taken by the communications department, with a conservative leader often leading to a more cautious approach, while bold leaders encourage a bolder communication strategy.", 'The lack of storytelling skills among technology leaders often necessitates the involvement of marketing and communication experts to help convey the broader impact and potential of their innovations. Technology leaders often lack the storytelling skills required to effectively communicate the impact and potential of their innovations, highlighting the need for marketing and communication experts to support them in this aspect.']}], 'duration': 964.998, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW42896648.jpg', 'highlights': ['The virus of doubt reawakens habituated pain for marketing purposes, making it visceral before presenting the solution as a painkiller and joy.', 'Creating a product that people love and relying on word of mouth as the best form of marketing is emphasized.', 'The importance of starting at the beginning in marketing and revealing the pain and joy of a product is provided.', "Articulating the 'why' behind product development to inform the 'what' and marketing is emphasized to ensure a successful product launch.", "Creating a 'press release' as a treatment for the product serves as a bar and measuring stick during development, ensuring alignment and cohesion.", 'The need for a cross-functional team, including engineers, designers, and marketers, to collaborate from the beginning is highlighted.', 'Product management plays a crucial role in representing customer needs and creating compelling messages for marketing.', 'The founder often serves as the initial product manager, gradually building a team that embodies empathy, collaboration, and customer-centric thinking.', 'Communications and PR often err on the side of caution to mitigate risks, conflicting with the need for bold storytelling and authentic communication.', "The leader's communication style directly influences the approach taken by the communications department.", 'Technology leaders often lack the storytelling skills required to effectively communicate the impact and potential of their innovations.']}, {'end': 4552.051, 'segs': [{'end': 4118.823, 'src': 'embed', 'start': 4084.033, 'weight': 2, 'content': [{'end': 4087.153, 'text': 'You are you, you dress the way you wanna dress.', 'start': 4084.033, 'duration': 3.12}, {'end': 4091.194, 'text': 'You say, this is me and this is all of me and you become vulnerable.', 'start': 4087.693, 'duration': 3.501}, {'end': 4099.996, 'text': "It's much easier to do a podcast like that than run a very large company where a lot of people would feel the pain if you say something stupid.", 'start': 4091.414, 'duration': 8.582}, {'end': 4106.078, 'text': "So it's much more easy to be afraid and be careful.", 'start': 4100.877, 'duration': 5.201}, {'end': 4109.359, 'text': 'But nevertheless, the same applies.', 'start': 4107.417, 'duration': 1.942}, {'end': 4118.823, 'text': 'Authenticity and risk-taking is the only way, unfortunately, to be successful in the long term.', 'start': 4111.279, 'duration': 7.544}], 'summary': 'Authenticity and risk-taking are crucial for long-term success.', 'duration': 34.79, 'max_score': 4084.033, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44084033.jpg'}, {'end': 4218.151, 'src': 'embed', 'start': 4194.673, 'weight': 0, 'content': [{'end': 4204.861, 'text': "And so many of the details that are born out of these early prototypes, these things that you still haven't given full form to.", 'start': 4194.673, 'duration': 10.188}, {'end': 4210.166, 'text': 'there may be 80% done, or maybe even 60% done, but you can see enough in there.', 'start': 4204.861, 'duration': 5.305}, {'end': 4216.431, 'text': 'Then you take those great ideas and you give the whys to the team and so that they feel it.', 'start': 4210.746, 'duration': 5.685}, {'end': 4218.151, 'text': 'They can understand it.', 'start': 4217.13, 'duration': 1.021}], 'summary': 'Early prototypes are 60-80% complete, inspiring the team to understand and execute the ideas.', 'duration': 23.478, 'max_score': 4194.673, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44194673.jpg'}, {'end': 4305.329, 'src': 'embed', 'start': 4272.972, 'weight': 6, 'content': [{'end': 4281.677, 'text': 'Now they feel the all the little details we think of the original iPod and all the many generations.', 'start': 4272.972, 'duration': 8.705}, {'end': 4288.842, 'text': 'after all those little details are in them is the emotion of the engineers and the designers that.', 'start': 4281.677, 'duration': 7.165}, {'end': 4290.442, 'text': "It's their baby.", 'start': 4289.722, 'duration': 0.72}, {'end': 4293.764, 'text': "It's like a- Working nights, struggling, this isn't right.", 'start': 4290.683, 'duration': 3.081}, {'end': 4305.329, 'text': 'Like you said, changing little pixels here and there, changing the shape of things, changing the feel of things, like the materials,', 'start': 4294.164, 'duration': 11.165}], 'summary': 'Engineers and designers pour emotion into perfecting every detail of the original ipod and its generations.', 'duration': 32.357, 'max_score': 4272.972, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44272972.jpg'}, {'end': 4389.286, 'src': 'embed', 'start': 4360.385, 'weight': 1, 'content': [{'end': 4362.206, 'text': 'and does such a distinction even exist?', 'start': 4360.385, 'duration': 1.821}, {'end': 4366.168, 'text': 'Are these distinct disciplines or no?', 'start': 4364.187, 'duration': 1.981}, {'end': 4367.829, 'text': "I don't think they're distinct.", 'start': 4366.488, 'duration': 1.341}, {'end': 4369.67, 'text': "I think they're different types of design.", 'start': 4367.889, 'duration': 1.781}, {'end': 4377.174, 'text': "I think there's, you know, there's always this, you know this idea of this oh on the mount designer,", 'start': 4370.03, 'duration': 7.144}, {'end': 4380.516, 'text': 'and it all comes down and it all flows down like some magic.', 'start': 4377.174, 'duration': 3.342}, {'end': 4387.325, 'text': "It's not, there are electrical designers, there's AI designers, there is data scientist designers.", 'start': 4381.943, 'duration': 5.382}, {'end': 4389.286, 'text': 'Everybody has design.', 'start': 4387.865, 'duration': 1.421}], 'summary': 'There is no clear distinction between design disciplines, with diversity in design roles.', 'duration': 28.901, 'max_score': 4360.385, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44360385.jpg'}], 'start': 3862.086, 'title': 'Embracing human storytelling in design and creating the perfect product', 'summary': "Discusses the importance of embracing human emotions, vulnerability, and authenticity in product design and leadership, aiming for a 10x impact on team performance and customer satisfaction. it also explores the fusion of artistry and technical expertise in innovative projects, emphasizing the need for a beginner's mindset and openness to new ideas within the team.", 'chapters': [{'end': 4271.415, 'start': 3862.086, 'title': 'Embracing human storytelling in design', 'summary': "Discusses the importance of embracing human emotions, vulnerability, and authenticity in product design and leadership, emphasizing the impact of storytelling and instilling a mission-driven approach to achieve a 10x impact on the team's performance and customer satisfaction.", 'duration': 409.329, 'highlights': ['The importance of embracing human emotions, vulnerability, and authenticity in product design and leadership. The transcript highlights the significance of incorporating human emotions, vulnerability, and authenticity into product design and leadership, emphasizing the need to move beyond presenting a flawless facade and embrace the full rollercoaster of humanity within the storytelling process.', "The impact of storytelling and instilling a mission-driven approach to achieve a 10X impact on the team's performance and customer satisfaction. The transcript emphasizes the power of storytelling and instilling a mission-driven approach in product design, leading to a 10X impact on the team's performance and customer satisfaction by creating a special connection and love for the product.", "Communicating the 'why' to the team and allowing them to bring their own ideas and emotions into the design process. It's discussed that communicating the 'why' to the team and allowing them to bring their own ideas and emotions into the design process can lead to a special connection and love for the product, resulting in a 10X impact on the team's performance and customer satisfaction."]}, {'end': 4552.051, 'start': 4272.972, 'title': 'Design and engineering: creating the perfect product', 'summary': "Discusses the intricate details and emotional involvement of engineers and designers in perfecting products, emphasizing the fusion of artistry and technical expertise in innovative and revolutionary projects, while highlighting the need for a beginner's mindset and openness to new ideas within the team.", 'duration': 279.079, 'highlights': ['The emotional involvement of engineers and designers in perfecting products is emphasized, showcasing the intricate details and dedication involved in refining the original iPod and subsequent generations. N/A', 'The fusion of artistry and technical expertise is highlighted, with the notion that the best engineers are empathetic artists who bring their craft into their work, rather than rigid individuals with an expert mindset. N/A', "The importance of a beginner's mindset and openness to new ideas within the team is emphasized, with a focus on the need for vulnerability and adaptability when working on innovative and revolutionary projects. N/A", 'Challenges faced during the early stages of iPod development, such as the risks associated with putting rotating media in a pocket and the need to hack the IDE interface to the hard drives, are discussed, highlighting the innovative solutions and special tests required to overcome these obstacles. N/A']}], 'duration': 689.965, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW43862086.jpg', 'highlights': ['The importance of embracing human emotions, vulnerability, and authenticity in product design and leadership, emphasizing the need to move beyond presenting a flawless facade and embrace the full rollercoaster of humanity within the storytelling process.', "The impact of storytelling and instilling a mission-driven approach in product design, leading to a 10X impact on the team's performance and customer satisfaction by creating a special connection and love for the product.", "Communicating the 'why' to the team and allowing them to bring their own ideas and emotions into the design process can lead to a special connection and love for the product, resulting in a 10X impact on the team's performance and customer satisfaction.", 'The emotional involvement of engineers and designers in perfecting products is emphasized, showcasing the intricate details and dedication involved in refining the original iPod and subsequent generations.', 'The fusion of artistry and technical expertise is highlighted, with the notion that the best engineers are empathetic artists who bring their craft into their work, rather than rigid individuals with an expert mindset.', "The importance of a beginner's mindset and openness to new ideas within the team is emphasized, with a focus on the need for vulnerability and adaptability when working on innovative and revolutionary projects.", 'Challenges faced during the early stages of iPod development, such as the risks associated with putting rotating media in a pocket and the need to hack the IDE interface to the hard drives, are discussed, highlighting the innovative solutions and special tests required to overcome these obstacles.']}, {'end': 5490.875, 'segs': [{'end': 4993.625, 'src': 'embed', 'start': 4968.507, 'weight': 1, 'content': [{'end': 4977.211, 'text': 'giving them to someone else to turn into data that comes back to them and says they can blame the management consultants when something goes wrong.', 'start': 4968.507, 'duration': 8.704}, {'end': 4978.612, 'text': "as opposed to it, wasn't me.", 'start': 4977.211, 'duration': 1.401}, {'end': 4986.1, 'text': 'When you need to have to tell that story, you have to understand that, especially with V1,', 'start': 4981.138, 'duration': 4.962}, {'end': 4993.625, 'text': 'you need to be able to articulate those opinion-based decisions and you need to own them.', 'start': 4986.1, 'duration': 7.525}], 'summary': 'Transfer data to blame management consultants for accountability.', 'duration': 25.118, 'max_score': 4968.507, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44968507.jpg'}, {'end': 5054.471, 'src': 'embed', 'start': 5017.476, 'weight': 2, 'content': [{'end': 5020.598, 'text': "And you'll still have new opinions, because those are differentiators.", 'start': 5017.476, 'duration': 3.122}, {'end': 5027.742, 'text': 'that we call differentiators, the things that move the product forward in its evolution.', 'start': 5020.598, 'duration': 7.144}, {'end': 5032.284, 'text': 'But at the revolution stage, opinions, opinions, opinions, no data.', 'start': 5028.262, 'duration': 4.022}, {'end': 5035.125, 'text': 'And so you have this discussion, you and Steve.', 'start': 5032.604, 'duration': 2.521}, {'end': 5036.026, 'text': 'And the whole team.', 'start': 5035.646, 'duration': 0.38}, {'end': 5037.406, 'text': 'And the stage and the whole team.', 'start': 5036.086, 'duration': 1.32}, {'end': 5043.887, 'text': 'And there you have to be harsh.', 'start': 5040.026, 'duration': 3.861}, {'end': 5054.471, 'text': "I wouldn't say harsh, but you have to be very determined, right? You know, there are two real opinion-based decisions that happen on the iPhone.", 'start': 5047.429, 'duration': 7.042}], 'summary': 'In the product evolution stage, opinions drive decisions, but at the revolution stage, data-based decisions are crucial.', 'duration': 36.995, 'max_score': 5017.476, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45017476.jpg'}, {'end': 5210.532, 'src': 'embed', 'start': 5180.237, 'weight': 0, 'content': [{'end': 5184.478, 'text': "and then he would always and this was the magic of Steve like when you said, no, that doesn't work, he'd go.", 'start': 5180.237, 'duration': 4.241}, {'end': 5187.158, 'text': 'well, why does Verizon not have any SIM slots?', 'start': 5184.478, 'duration': 2.68}, {'end': 5192.08, 'text': "right?. They showed that you can do a mobile phone with no SIM slots and you're like Okay, here we go.", 'start': 5187.158, 'duration': 4.922}, {'end': 5200.085, 'text': 'And so, a few days later, we come back with you know, and so product marketing, voice of the customer engineering.', 'start': 5192.44, 'duration': 7.645}, {'end': 5210.532, 'text': 'we all come back with all the data showing how many data networks and mobile networks required SIM cards versus did not, and what the trends were.', 'start': 5200.085, 'duration': 10.447}], 'summary': "Steve challenged why verizon didn't have sim slots, leading to data showing mobile network trends.", 'duration': 30.295, 'max_score': 5180.237, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45180237.jpg'}], 'start': 4552.431, 'title': 'Overcoming innovation challenges at apple', 'summary': "Highlights challenges presenting ideas to experts, importance of storytelling in artistic fields, owning opinion-based decisions in v1 innovations, and the transformative impact of apple's technology decisions including the shift towards esims.", 'chapters': [{'end': 4666.57, 'start': 4552.431, 'title': 'Challenges with experts', 'summary': 'Highlights the challenges faced by the speaker when presenting innovative ideas to experts at apple, who dismissed the working prototypes and focused on unnecessary details, leading to humorous yet frustrating interactions.', 'duration': 114.139, 'highlights': ['The speaker faced challenges when presenting innovative ideas to experts at Apple, who dismissed the working prototypes and focused on unnecessary details, such as acoustics and terminology, leading to frustrating interactions.', "The expert at Apple dismissed the working prototype, stating 'that's never gonna work,' despite it being functional and the speaker's attempt to identify any fixable issues or major holes.", "The speaker's frustration is evident as experts at Apple dismiss the working prototype, storming out of the room without acknowledging its functionality."]}, {'end': 4844.163, 'start': 4666.91, 'title': 'Balancing expertise and storytelling', 'summary': 'Discusses the importance of prioritizing storytelling over technical expertise in artistic realms like photography and videography, emphasizing the need for a compelling story and humility, and reflecting on the impact of working with steve jobs.', 'duration': 177.253, 'highlights': ['The importance of prioritizing storytelling over technical expertise in photography and videography is emphasized, highlighting the need for a compelling story visually (e.g., a well-told movie without excessive effects versus superhero movies with heavy action and CGI).', "The value of humility in approaching problems and the need for a totally new way of doing things is emphasized as a desirable quality, contrasting the detrimental impact of experts who focus solely on 'what' rather than 'why'.", 'Reflections on working with Steve Jobs highlight his approach of pushing relentlessly on details and challenging for the right reasons, emphasizing critique of work over judging the person.']}, {'end': 5159.377, 'start': 4844.924, 'title': 'Opinion-based decisions in v1 innovations', 'summary': "Discusses the importance of articulating and owning opinion-based decisions in v1 innovations, highlighting the challenges of relying on data-driven decisions and the case of the iphone's virtual keyboard as a bold opinion-based decision.", 'duration': 314.453, 'highlights': ['Opinion-based decisions are crucial in V1 innovations, where articulating and owning these decisions is essential for product evolution and success. V1 innovations like the iPod and iPhone involved numerous opinion-based decisions that required articulation and ownership.', 'Challenges of relying on data-driven decisions in V1 innovations are emphasized, as data may be limited or unavailable, especially in consumer products. Consumer product V1 innovations may lack substantial data for decision-making, posing challenges in relying solely on data-driven decisions.', "The case of the iPhone's virtual keyboard exemplifies a bold opinion-based decision in the face of data indicating the success of hardware keyboards, showcasing the importance of understanding the unique product vision and differentiation. The decision to implement a virtual keyboard on the iPhone defied data showing the success of hardware keyboards, highlighting the boldness of opinion-based decisions in product differentiation."]}, {'end': 5490.875, 'start': 5159.797, 'title': 'Decision making: opinion vs data', 'summary': "Discusses the influence of opinion-based and data-driven decisions, exemplified by the introduction of sim slots and the removal of the headphone jack, and emphasizes the transformative impact of apple's technology decisions on the industry, including the shift towards esims and the future obsolescence of sim slots.", 'duration': 331.078, 'highlights': ["Apple's decision on SIM slots was influenced by data showing the necessity of SIM cards for global usage, leading to the inclusion of a SIM slot on the original iPhone. The decision to include a SIM slot on the original iPhone was influenced by data demonstrating the necessity of SIM cards for global usage.", 'The evolution of technology has led to the shift from SIM slots to eSIMs, signaling the eventual obsolescence of SIM slots within six to ten years. The shift from SIM slots to eSIMs is expected to render SIM slots obsolete within six to ten years, streamlining carrier operations.', 'The removal of headphone jacks was a result of years of technological development and the confidence to provide a refined user experience, ultimately leading to increased revenue and user satisfaction. The decision to remove headphone jacks was based on extensive technological development, resulting in increased revenue and enhanced user experience.', "Apple's meticulous approach to technological advancements, such as the M1 processor, involves years of development to ensure seamless integration of hardware and software for a transformative user experience. Apple's meticulous approach to technological advancements, exemplified by the M1 processor, involves years of development to ensure seamless integration of hardware and software for a transformative user experience."]}], 'duration': 938.444, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW44552431.jpg', 'highlights': ['The speaker faced challenges presenting innovative ideas to experts at Apple, who dismissed working prototypes and focused on unnecessary details, leading to frustrating interactions.', 'The importance of prioritizing storytelling over technical expertise in photography and videography is emphasized, highlighting the need for a compelling story visually.', 'Opinion-based decisions are crucial in V1 innovations, where articulating and owning these decisions is essential for product evolution and success.', "Apple's decision on SIM slots was influenced by data showing the necessity of SIM cards for global usage, leading to the inclusion of a SIM slot on the original iPhone."]}, {'end': 6687.038, 'segs': [{'end': 5648.371, 'src': 'embed', 'start': 5619.007, 'weight': 0, 'content': [{'end': 5625.734, 'text': "They don't micromanage all the details, but they micromanage the details where the customer, it touches the customer in some way.", 'start': 5619.007, 'duration': 6.727}, {'end': 5634.828, 'text': 'People who work with those types of people who are unrelenting and push you and might make you upset.', 'start': 5628.246, 'duration': 6.582}, {'end': 5638.969, 'text': "a lot of times it's a knee-jerk reaction to go, they are an asshole.", 'start': 5634.828, 'duration': 4.141}, {'end': 5644.47, 'text': "Get off my back, you're an ass.", 'start': 5641.789, 'duration': 2.681}, {'end': 5648.371, 'text': "Right? And you're protecting your ego.", 'start': 5645.75, 'duration': 2.621}], 'summary': 'Micromanagement focuses on customer impact, leading to knee-jerk reactions and ego protection.', 'duration': 29.364, 'max_score': 5619.007, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45619007.jpg'}, {'end': 5696.157, 'src': 'embed', 'start': 5670.429, 'weight': 10, 'content': [{'end': 5676.974, 'text': "And so When we came to those areas, it wasn't just a one-on-one.", 'start': 5670.429, 'duration': 6.545}, {'end': 5679.097, 'text': 'it could be Steve against the team going.', 'start': 5676.974, 'duration': 2.123}, {'end': 5682.782, 'text': 'we need glass instead of plastic on the front face of the iPhone.', 'start': 5679.097, 'duration': 3.685}, {'end': 5684.404, 'text': "And we're going to do this.", 'start': 5683.162, 'duration': 1.242}, {'end': 5688.75, 'text': "And we're like, God, you know? And so we did it.", 'start': 5685.566, 'duration': 3.184}, {'end': 5692.554, 'text': "And he pushed us because he didn't know all the details.", 'start': 5689.531, 'duration': 3.023}, {'end': 5696.157, 'text': "but he could see in our minds that we're like, yeah, we could probably.", 'start': 5692.554, 'duration': 3.603}], 'summary': 'Steve pushed the team to use glass instead of plastic on the iphone.', 'duration': 25.728, 'max_score': 5670.429, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45670429.jpg'}, {'end': 5842.162, 'src': 'embed', 'start': 5813.045, 'weight': 3, 'content': [{'end': 5816.907, 'text': 'The other is Maybe the asshole.', 'start': 5813.045, 'duration': 3.862}, {'end': 5828.294, 'text': 'the vision-driven asshole gets to be more and more of an asshole if they have a track record of, through that process, having built people up,', 'start': 5816.907, 'duration': 11.387}, {'end': 5829.915, 'text': 'having made the correct decisions.', 'start': 5828.294, 'duration': 1.621}, {'end': 5832.977, 'text': "They're not allowed to be an asshole.", 'start': 5830.495, 'duration': 2.482}, {'end': 5834.978, 'text': "They're in rare air and no one can challenge them.", 'start': 5833.017, 'duration': 1.961}, {'end': 5835.819, 'text': 'Right Right.', 'start': 5835.198, 'duration': 0.621}, {'end': 5838.28, 'text': 'Steve was never that.', 'start': 5836.699, 'duration': 1.581}, {'end': 5839.561, 'text': "That's the great thing.", 'start': 5838.7, 'duration': 0.861}, {'end': 5842.162, 'text': 'He was never unchallengeable.', 'start': 5839.961, 'duration': 2.201}], 'summary': 'Vision-driven leaders must build people up, make correct decisions, and remain challengeable.', 'duration': 29.117, 'max_score': 5813.045, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45813045.jpg'}, {'end': 6222.932, 'src': 'embed', 'start': 6193.976, 'weight': 1, 'content': [{'end': 6196.617, 'text': 'you have to like factor all that in.', 'start': 6193.976, 'duration': 2.641}, {'end': 6206.101, 'text': "But it just, there's something about just being an asshole and being passionate and really driven that sometimes you do cross lines.", 'start': 6197.038, 'duration': 9.063}, {'end': 6212.644, 'text': "And that's, I don't know what to do with that because it feels like it comes with the territory.", 'start': 6207.081, 'duration': 5.563}, {'end': 6220.69, 'text': "Like you have, it seems like you can't just have a perfectly optimized No, no, absolutely not.", 'start': 6212.684, 'duration': 8.006}, {'end': 6221.751, 'text': "We're humans.", 'start': 6221.17, 'duration': 0.581}, {'end': 6222.932, 'text': "We're humans.", 'start': 6222.411, 'duration': 0.521}], 'summary': 'Struggling with balancing passion and crossing lines as a driven individual.', 'duration': 28.956, 'max_score': 6193.976, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW46193976.jpg'}, {'end': 6307.201, 'src': 'embed', 'start': 6283.376, 'weight': 5, 'content': [{'end': 6294.405, 'text': "because then people who do react to that kind of language and don't have those shields because they might not have that stream confidence level that you do and you can just brush it off.", 'start': 6283.376, 'duration': 11.029}, {'end': 6300.91, 'text': "that can be very cancerous in a team, because people then mean that and then they see, oh, that's the right way to be.", 'start': 6294.405, 'duration': 6.505}, {'end': 6307.201, 'text': 'You gotta snuff that out and you gotta be that, You got to be that change or that model that you want to show the team.', 'start': 6301.25, 'duration': 5.951}], 'summary': 'Address toxic language in teams to create a positive and inclusive environment.', 'duration': 23.825, 'max_score': 6283.376, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW46283376.jpg'}, {'end': 6525.049, 'src': 'embed', 'start': 6496.696, 'weight': 2, 'content': [{'end': 6501.461, 'text': "I'm going to show you the results, right? And then from there, he didn't get into those details.", 'start': 6496.696, 'duration': 4.765}, {'end': 6507.483, 'text': "So from that, you could have a great challenge, right? Cause then you could get those data and say, we can't do that.", 'start': 6501.501, 'duration': 5.982}, {'end': 6509.344, 'text': 'And let me show you why, or we can do that.', 'start': 6507.563, 'duration': 1.781}, {'end': 6511.024, 'text': "And then Steve would go, you can't do that.", 'start': 6509.764, 'duration': 1.26}, {'end': 6511.965, 'text': "And you're like, oh, we can do that.", 'start': 6511.044, 'duration': 0.921}, {'end': 6512.525, 'text': 'Let me show you.', 'start': 6511.985, 'duration': 0.54}, {'end': 6517.607, 'text': "Right So there's certain times when you were like bringing something to reality that he didn't think could exist.", 'start': 6512.985, 'duration': 4.622}, {'end': 6525.049, 'text': 'Right So it was that, it was always that creative tension, that interaction that was so successful.', 'start': 6518.887, 'duration': 6.162}], 'summary': 'Successful interaction with creative tension led to achieving challenging goals.', 'duration': 28.353, 'max_score': 6496.696, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW46496696.jpg'}], 'start': 5492.276, 'title': "Steve jobs' leadership insights", 'summary': "Discusses the constructive and destructive types of 'assholes', recognizing the motivation behind their behavior, the impact on growth, and steve jobs' leadership style. it also illustrates steve's leadership approach, emphasizing the importance of challenging decisions, maintaining a respectful work culture, and the differences in leadership and design approach between steve and the interviewee.", 'chapters': [{'end': 5842.162, 'start': 5492.276, 'title': 'Constructive and destructive assholes', 'summary': "Discusses the constructive and destructive types of 'assholes', highlighting the importance of recognizing the motivation behind their behavior and the impact on pushing boundaries for growth, with a focus on steve jobs' leadership style.", 'duration': 349.886, 'highlights': ["The importance of recognizing the motivation behind 'assholes' behavior is emphasized, with a distinction between ego-motivated and mission-driven individuals, impacting their impact on pushing boundaries for growth. The chapter delves into the distinction between ego-motivated 'assholes' who push people down for personal gain and mission-driven individuals who push boundaries in service of a greater goal, emphasizing the impact on growth and innovation within a team.", "The impact of 'assholes' pushing beyond personal boundaries for growth is likened to parents pushing their children to grow, emphasizing the parallel between constructive criticism and personal growth. The comparison is drawn between 'assholes' pushing individuals beyond their comfort zones and parents guiding their children to grow beyond their personal boundaries, highlighting the intention behind constructive criticism and personal growth.", "The discussion of the importance of standing firm on decisions, even if they turn out to be wrong, and the impact of vision-driven leaders, like Steve Jobs, on team growth and learning through adversity. The importance of standing firm on decisions, even if they may be wrong, and the impact of vision-driven leaders on team growth and learning through adversity is highlighted, with a focus on Steve Jobs' leadership style and its impact on the team's growth and learning experiences."]}, {'end': 6366.37, 'start': 5842.703, 'title': 'Challenges and leadership insights', 'summary': "Illustrates steve's leadership approach, emphasizing the importance of challenging decisions and maintaining a respectful work culture, with examples of the decision-making process for the material used in the ipod display, the impact of steve's strong opinions, and the importance of setting the tone for organizational culture.", 'duration': 523.667, 'highlights': ["Steve's unrelenting approach and the impact of challenging decisions. Steve's strong opinion on using glass instead of plastic for the iPod display, the team's initial decision, the discovery of scratches on the plastic, and Steve's insistence on addressing the design problem.", "Maintaining a respectful work culture and addressing personal quirks. The importance of challenging ideas, not individuals, and understanding individuals' reactions to language, emphasizing the need to set a respectful tone and address inappropriate behavior in the workplace.", 'The role of a leader in setting the organizational culture and acknowledging mistakes. The significance of a leader in shaping the organizational culture, the need to uphold the desired behavior, and the importance of self-awareness and humility in acknowledging and rectifying mistakes.']}, {'end': 6687.038, 'start': 6366.67, 'title': 'Leadership and design: steve vs. interviewee', 'summary': 'Discusses the differences in leadership and design approach between steve and the interviewee, highlighting their contrasting technical, marketing, and leadership styles, leading to impactful design outcomes and the importance of acknowledging and nurturing team ideas.', 'duration': 320.368, 'highlights': ["The interviewee comes from a technical background, focusing on deep technology, software, hardware, systems thinking, and implementation. The interviewee's technical expertise and background in deep technology and systems thinking sets them apart as a leader and designer.", "Steve excelled in storytelling, interfacing, and being the voice of the customer, evolving into a product marketer, demonstrating a different mindset from the interviewee. Steve's strengths lie in storytelling, interfacing, and product marketing, reflecting a different mindset from the interviewee's technical focus.", 'The discussion about glass on the iPhone had a different flavor due to the contrasting technical and design perspectives, impacting the decision-making process. The differing perspectives on technical details, such as the discussion about the glass on the iPhone, influenced the decision-making process.', "Steve learned to not micromanage every single detail and make data-driven decisions, leading to successful outcomes and creative tension. Steve's shift towards data-driven decisions and avoiding micromanagement led to successful outcomes and creative tension within the team.", "Acknowledging and nurturing team ideas is emphasized as the interviewee contrasts Steve's approach of demotivating team members with constant modifications to their ideas. The interviewee emphasizes the importance of acknowledging and nurturing team ideas, as opposed to demotivating team members with constant modifications, as demonstrated by Steve.", 'Encouraging open discussion and feedback, including both positive and constructive criticism, is vital in cultivating a culture of learning and improvement within the team. Encouraging open discussion and feedback, including positive reinforcement and constructive criticism, is crucial in fostering a culture of learning and improvement within the team.']}], 'duration': 1194.762, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW45492276.jpg', 'highlights': ["The distinction between ego-motivated 'assholes' and mission-driven individuals impacts team growth and innovation.", "The comparison between 'assholes' pushing individuals beyond their comfort zones and parents guiding their children highlights the intention behind constructive criticism and personal growth.", 'The impact of vision-driven leaders like Steve Jobs on team growth and learning through adversity is emphasized.', "Steve's unrelenting approach and the impact of challenging decisions on the iPod display design problem are highlighted.", 'The importance of maintaining a respectful work culture and addressing personal quirks is emphasized.', 'The significance of a leader in shaping the organizational culture and acknowledging mistakes is highlighted.', "The interviewee's technical expertise and background in deep technology and systems thinking sets them apart as a leader and designer.", "Steve's strengths lie in storytelling, interfacing, and product marketing, reflecting a different mindset from the interviewee's technical focus.", 'The differing perspectives on technical details influenced the decision-making process.', "Steve's shift towards data-driven decisions and avoiding micromanagement led to successful outcomes and creative tension within the team.", 'The importance of acknowledging and nurturing team ideas, as opposed to demotivating team members with constant modifications, is emphasized.', 'Encouraging open discussion and feedback, including positive reinforcement and constructive criticism, is crucial in fostering a culture of learning and improvement within the team.']}, {'end': 8464.159, 'segs': [{'end': 7043.219, 'src': 'embed', 'start': 7014.824, 'weight': 2, 'content': [{'end': 7024.407, 'text': 'So then, from that we were made a prototype of an iPod plus phone, a classic with.', 'start': 7014.824, 'duration': 9.583}, {'end': 7027.628, 'text': 'it was an iPod, but it had a phone inside with all the music and all the other stuff.', 'start': 7024.407, 'duration': 3.221}, {'end': 7032.169, 'text': 'And you use your headset wired headset to do the audio right?', 'start': 7027.888, 'duration': 4.281}, {'end': 7043.219, 'text': 'There was another project at the same time because we were doing videos in the iTunes music store iTunes video store for music videos and movies.', 'start': 7033.237, 'duration': 9.982}], 'summary': 'Prototype of ipod and phone with integrated music and phone features, using wired headset for audio, alongside a project for videos in the itunes store.', 'duration': 28.395, 'max_score': 7014.824, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW47014824.jpg'}, {'end': 7542.448, 'src': 'embed', 'start': 7507.512, 'weight': 3, 'content': [{'end': 7513.236, 'text': "and how it would look not just in your hand, but how it would look in the photograph you're gonna take for marketing.", 'start': 7507.512, 'duration': 5.724}, {'end': 7519.463, 'text': 'right. so how it would look, how you would feel all of it.', 'start': 7514.258, 'duration': 5.205}, {'end': 7528.571, 'text': 'it was, it was all of those physical things around that and watching the process to get there.', 'start': 7519.463, 'duration': 9.108}, {'end': 7531.253, 'text': 'that was enlightening for me, right.', 'start': 7528.571, 'duration': 2.682}, {'end': 7542.448, 'text': "it opened my mind to go oh okay, just like there's a process for all these other things, it wasn't just magic and you say ha, ha, ha, there it is.", 'start': 7531.253, 'duration': 11.195}], 'summary': 'Realizing the importance of product appearance and process in marketing.', 'duration': 34.936, 'max_score': 7507.512, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW47507512.jpg'}, {'end': 7671.201, 'src': 'embed', 'start': 7635.741, 'weight': 5, 'content': [{'end': 7638.203, 'text': 'not financially but just like in effort?', 'start': 7635.741, 'duration': 2.462}, {'end': 7640.525, 'text': 'Like how many problems to have to solve.', 'start': 7638.243, 'duration': 2.282}, {'end': 7651.269, 'text': "I don't know if you can say any wisdom to that, because when you're thinking about curves you're designing in the space of ideas,", 'start': 7642.819, 'duration': 8.45}, {'end': 7661.021, 'text': "you're like platonic forms kind of thing, not always grounded to like how much this is, how much pain is gonna be involved in delivering this.", 'start': 7651.269, 'duration': 9.752}, {'end': 7671.201, 'text': "but that's as you should, perhaps, because then, if you're always thinking about the pain required to deliver this thing, you'll be too conservative.", 'start': 7661.021, 'duration': 10.18}], 'summary': 'Designing in the space of ideas, not always grounded in effort or quantifiable data, to avoid being too conservative.', 'duration': 35.46, 'max_score': 7635.741, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW47635741.jpg'}, {'end': 7774.091, 'src': 'embed', 'start': 7747.096, 'weight': 4, 'content': [{'end': 7750.999, 'text': 'Those are where those little details are, where the magic comes out right?', 'start': 7747.096, 'duration': 3.903}, {'end': 7759.602, 'text': "And you know, if you don't do, if you don't take those pains and put in the love, the customer's gonna feel it's gonna.", 'start': 7751.199, 'duration': 8.403}, {'end': 7763.705, 'text': "they're either gonna feel the pain or they're gonna feel the love if you put it in right?", 'start': 7759.602, 'duration': 4.103}, {'end': 7769.728, 'text': 'So it depends on you know how much time and effort you wanna put into something and what really matters to you.', 'start': 7763.725, 'duration': 6.003}, {'end': 7772.09, 'text': 'And so how you communicate what you do.', 'start': 7770.209, 'duration': 1.881}, {'end': 7774.091, 'text': "We're human beings after all.", 'start': 7772.55, 'duration': 1.541}], 'summary': 'Attention to details and love impacts customer experience; effort and communication are crucial.', 'duration': 26.995, 'max_score': 7747.096, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW47747096.jpg'}, {'end': 7968.582, 'src': 'embed', 'start': 7939.069, 'weight': 0, 'content': [{'end': 7940.429, 'text': "We didn't get hundreds of millions of dollars.", 'start': 7939.069, 'duration': 1.36}, {'end': 7942.29, 'text': 'It was, but we did it for the right reasons.', 'start': 7940.469, 'duration': 1.821}, {'end': 7949.613, 'text': 'But I think the other big part of it was not just building a disruptive product because a lot of the people on the team had done that.', 'start': 7942.35, 'duration': 7.263}, {'end': 7958.516, 'text': 'We knew what we were doing and that was, If we got the design right, we could deliver it with enough time.', 'start': 7949.673, 'duration': 8.843}, {'end': 7962.698, 'text': 'It was getting the disruptive go to market.', 'start': 7960.637, 'duration': 2.061}, {'end': 7968.582, 'text': "In other words, how to take that product from the end of the production line and get it into the customer's hands.", 'start': 7962.958, 'duration': 5.624}], 'summary': 'Focused on delivering disruptive product with effective go-to-market strategy.', 'duration': 29.513, 'max_score': 7939.069, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW47939069.jpg'}], 'start': 6687.399, 'title': "Apple's innovation and disruptive impact", 'summary': "Delves into embracing pain and joy in innovation, the creation of the first iphone, impactful lessons from johnny ive's design team, challenges in bringing nest thermostats to life, and disrupting the thermostat industry, with the ipod accounting for 60% of apple's revenue and 85% market share, culminating in a successful acquisition by google for $3.2 billion.", 'chapters': [{'end': 6952.716, 'start': 6687.399, 'title': "Pain and joy in apple's innovation", 'summary': "Discusses the importance of embracing both pain and joy in innovation, the foundational pains and joys of the ipod and the iphone, and apple's strategic approach to partnering with the mobile phone industry, with the ipod accounting for 60% of apple's revenue and 85% market share.", 'duration': 265.317, 'highlights': ["The iPod accounted for 60% of Apple's total revenue and held an 85% market share, signifying its significant impact on the company's success. The iPod's substantial contribution to Apple's revenue and market dominance showcases its pivotal role in the company's success.", "Apple's strategic approach to partnering with the mobile phone industry, including the collaboration with Motorola for the iPod shuffle project, reflects the company's proactive response to the evolving market dynamics. Apple's collaboration with the mobile phone industry, particularly the Motorola project, demonstrates the company's strategic adaptation to the changing market landscape.", 'The chapter emphasizes the importance of embracing both pain and joy in innovation and the significance of having a balanced perspective to foster creativity and idea generation. The discussion underscores the value of acknowledging both pain and joy in the innovation process, highlighting the need for a balanced approach to encourage creativity and idea generation.']}, {'end': 7423.478, 'start': 6954.418, 'title': 'Creation of the first iphone', 'summary': "Reveals the challenges and process behind creating the first iphone, combining ipod, phone, and mac tablet technology to solve the pain of carrying multiple devices, culminating in steve jobs' historic and dramatic presentation.", 'duration': 469.06, 'highlights': ["Steve Jobs' historic presentation of the first iPhone, combining iPod, phone, and internet browsing to solve the pain of carrying multiple devices, culminating in a dramatic and masterful storytelling. Steve Jobs' presentation of the first iPhone, combining iPod, phone, and internet browsing, solved the pain of carrying multiple devices, demonstrating a historic and masterful storytelling.", 'Challenges in merging iPod, phone, and Mac tablet technology to create the first iPhone, leading to the development of a prototype with a full-screen iPod and a multi-touchscreen Mac tablet. The challenges of merging iPod, phone, and Mac tablet technology led to the development of a prototype with a full-screen iPod and a multi-touchscreen Mac tablet, solving the pain of carrying multiple devices.', 'Creation of the Frankenstein OS project to develop a new era of computing, simplifying and pulling different elements from various sources to create the first iPhone OS. The creation of the Frankenstein OS project simplified and pulled different elements from various sources to develop a new era of computing, resulting in the first iPhone OS.']}, {'end': 7708.938, 'start': 7425.358, 'title': 'Impactful lessons from designing with johnny ive', 'summary': "Highlights the valuable lessons learned from observing johnny ive's design team, emphasizing the focus on physical characteristics, the iterative refinement process, and the balance between opinion-based and data-driven design decisions.", 'duration': 283.58, 'highlights': ["The design process led by Johnny Ive's team emphasized form, materials, colors, and physical aesthetics, providing valuable insights into the meticulous considerations for the product's look and feel, marketing appeal, and overall user experience.", 'The iterative refinement process involved opening the funnel at the beginning and refining down over time to achieve the final design, incorporating both opinion-based and data-driven design decisions to address constraints and deliver innovative solutions.', 'The importance of understanding the balance between design aspirations and practical constraints, exemplified by the engineering challenges faced at Tesla and the decision-making process regarding the level of effort and resources required to achieve specific design adjustments.']}, {'end': 7962.698, 'start': 7710.217, 'title': 'Challenges of bringing nest thermostats to life', 'summary': 'Discusses the challenges faced in bringing nest thermostats to life, including the need to improve the design for customer appeal and the constraints of a limited budget, while emphasizing the transformative impact on the team and the importance of storytelling and human connection.', 'duration': 252.481, 'highlights': ['Improving the design of Nest thermostats to make customers care about it and address their frustration and lack of consideration, in order to create a transformative impact on team members and customers.', "Overcoming constraints of a limited budget and lack of massive funding to bring the disruptive Nest thermostat product to market successfully, highlighting the team's dedication and the importance of doing it for the right reasons.", 'Emphasizing the transformative impact of storytelling and human connection on the team and customers, creating positive experiences that matter and are remembered, despite the challenges faced during the process.']}, {'end': 8464.159, 'start': 7962.958, 'title': 'Disrupting the thermostat industry', 'summary': 'Discusses the challenges of disrupting the thermostat industry, including the lack of price transparency, controlled retail channels, and the need to create a disruptive go-to-market channel, leading to a successful acquisition by google for $3.2 billion.', 'duration': 501.201, 'highlights': ['The thermostat industry lacked price transparency and consumer choice, with installers being incentivized to carry specific products, creating a monopolistic channel controlled by product companies. The lack of price transparency and control of retail channels by product companies limited consumer choice and innovation in the thermostat industry.', 'The challenge of creating a disruptive go-to-market channel involved strategies like direct-to-consumer approach, marketing, and enabling self-installation to overcome retail and contractor restrictions. Overcoming retail and contractor restrictions required implementing a direct-to-consumer approach, marketing efforts, and enabling self-installation to create a disruptive go-to-market channel.', 'The successful acquisition by Google for $3.2 billion was a result of careful consideration of leadership, environment, brand integration, and IP exchanges, demonstrating the importance of strategic partnerships and negotiations in acquisitions. The successful acquisition by Google involved careful consideration of leadership, environment, brand integration, and IP exchanges, emphasizing the importance of strategic partnerships and negotiations in acquisitions.']}], 'duration': 1776.76, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW46687399.jpg', 'highlights': ["The iPod accounted for 60% of Apple's total revenue and held an 85% market share, signifying its significant impact on the company's success.", "Steve Jobs' historic presentation of the first iPhone, combining iPod, phone, and internet browsing to solve the pain of carrying multiple devices, culminating in a dramatic and masterful storytelling.", "The design process led by Johnny Ive's team emphasized form, materials, colors, and physical aesthetics, providing valuable insights into the meticulous considerations for the product's look and feel, marketing appeal, and overall user experience.", 'Improving the design of Nest thermostats to make customers care about it and address their frustration and lack of consideration, in order to create a transformative impact on team members and customers.', 'The thermostat industry lacked price transparency and consumer choice, with installers being incentivized to carry specific products, creating a monopolistic channel controlled by product companies.', 'The successful acquisition by Google for $3.2 billion was a result of careful consideration of leadership, environment, brand integration, and IP exchanges, demonstrating the importance of strategic partnerships and negotiations in acquisitions.']}, {'end': 9976.88, 'segs': [{'end': 9149.712, 'src': 'embed', 'start': 9127.652, 'weight': 2, 'content': [{'end': 9136.118, 'text': 'because then they can bring their networks of people and their networks of companies and other people they worked with that might wanna join your mission,', 'start': 9127.652, 'duration': 8.466}, {'end': 9141.844, 'text': "right?. That's the kind of venture capitalist and smart money that's out there, right?", 'start': 9136.118, 'duration': 5.726}, {'end': 9143.586, 'text': 'But you have to build a relationship.', 'start': 9142.084, 'duration': 1.502}, {'end': 9145.948, 'text': 'People go, oh, look at that valuation.', 'start': 9143.966, 'duration': 1.982}, {'end': 9149.712, 'text': "Oh, it's the brand name of the VC that's investing in me.", 'start': 9146.249, 'duration': 3.463}], 'summary': 'Venture capitalists bring networks of people and companies to join the mission, emphasizing the importance of building relationships rather than just focusing on valuation and brand names.', 'duration': 22.06, 'max_score': 9127.652, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW49127652.jpg'}, {'end': 9328.577, 'src': 'embed', 'start': 9294.362, 'weight': 1, 'content': [{'end': 9296.043, 'text': "you don't see, some consequences.", 'start': 9294.362, 'duration': 1.681}, {'end': 9300.094, 'text': 'they help to rein that in or change your language.', 'start': 9296.849, 'duration': 3.245}, {'end': 9307.344, 'text': 'Like, are you gonna get sued for this ad? Just change this one word and it helps, right? So you need to have a partner.', 'start': 9300.134, 'duration': 7.21}, {'end': 9312.491, 'text': 'Most of the times, especially engineers or designers, they see lawyers as only stifling.', 'start': 9307.804, 'duration': 4.687}, {'end': 9316.655, 'text': 'Lawyers can actually, if you do it right and you have the right type,', 'start': 9313.854, 'duration': 2.801}, {'end': 9322.076, 'text': 'they can actually open up a whole new world for you because of the interpretation and how we go about doing things.', 'start': 9316.655, 'duration': 5.421}, {'end': 9328.577, 'text': "So- And they help you not get bogged down in the pain of little mistakes that didn't mean anything anyway.", 'start': 9323.016, 'duration': 5.561}], 'summary': 'Lawyers can help prevent legal consequences and open up new opportunities for engineers and designers.', 'duration': 34.215, 'max_score': 9294.362, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW49294362.jpg'}, {'end': 9365.397, 'src': 'embed', 'start': 9333.659, 'weight': 3, 'content': [{'end': 9339.42, 'text': 'Just to jump around, Charles Bukowski once wrote, find what you love and let it kill you.', 'start': 9333.659, 'duration': 5.761}, {'end': 9342.981, 'text': 'So the question is about work-life balance.', 'start': 9340.74, 'duration': 2.241}, {'end': 9345.853, 'text': "That's like finding an idea, let it chase you.", 'start': 9344.153, 'duration': 1.7}, {'end': 9348.394, 'text': 'Yes, but a little more aggressive.', 'start': 9346.593, 'duration': 1.801}, {'end': 9354.335, 'text': 'So what does work-life balance look like?', 'start': 9350.474, 'duration': 3.861}, {'end': 9358.456, 'text': 'that maximizes success and or happiness?', 'start': 9354.335, 'duration': 4.121}, {'end': 9362.036, 'text': 'Is there such a thing as work-life balance?', 'start': 9359.636, 'duration': 2.4}, {'end': 9365.397, 'text': 'Can you speak to this?', 'start': 9363.536, 'duration': 1.861}], 'summary': 'Exploring work-life balance and its impact on success and happiness.', 'duration': 31.738, 'max_score': 9333.659, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW49333659.jpg'}, {'end': 9654.252, 'src': 'embed', 'start': 9631.26, 'weight': 0, 'content': [{'end': 9639.384, 'text': 'back in the day to get long distance, to get free coats, to call my friends the geeks on the other side right? Or to dial into a BBS cheaply.', 'start': 9631.26, 'duration': 8.124}, {'end': 9640.705, 'text': 'that was in another part of the world.', 'start': 9639.384, 'duration': 1.321}, {'end': 9649.609, 'text': 'So this was this subculture and that was not accepted in any way, and not the heroes that you see today that are on the, you know,', 'start': 9641.345, 'duration': 8.264}, {'end': 9651.23, 'text': 'the richest people in the world and everything.', 'start': 9649.609, 'duration': 1.621}, {'end': 9654.252, 'text': 'So that was the first set of trauma.', 'start': 9652.571, 'duration': 1.681}], 'summary': 'In the past, accessing long distance calls and internet was difficult and not accepted, causing trauma.', 'duration': 22.992, 'max_score': 9631.26, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW49631260.jpg'}], 'start': 8464.479, 'title': 'Navigating career and life challenges', 'summary': "Covers the significance of learning and curiosity in career choices, essential elements for startup success, work-life balance's impact, and the ephemeral nature of life and products.", 'chapters': [{'end': 8700.037, 'start': 8464.479, 'title': 'Career advice & learning process', 'summary': 'Emphasizes the importance of learning and curiosity in picking a career, suggesting to focus on what one wants to learn and to seek opportunities for growth and learning, rather than solely aiming for specific companies or roles.', 'duration': 235.558, 'highlights': ['The importance of focusing on what one wants to learn and seeking opportunities for growth and learning, rather than solely aiming for specific companies or roles, is emphasized (e.g., picking a career based on what one wants to learn and who one wants to learn from, rather than just going after specific companies).', "The concept of 'learning by doing' is highlighted, with the speaker sharing personal experiences of refining opinions and skills through practical experience and learning what one is genuinely curious about and skilled in.", "The speaker's personal example of taking the lowest job at General Magic to work with the right team, despite not knowing what they were doing, exemplifies the emphasis on seeking opportunities for learning and growth, rather than focusing solely on monetary gains or prestige."]}, {'end': 9331.978, 'start': 8700.958, 'title': 'Startup wisdom: belief, mentorship, and managing resources', 'summary': 'Explores the elements vital for startup success, emphasizing the importance of self-belief, mentorship, and smart money in the venture capital world, while emphasizing the need for legal counsel in navigating the complexities of business operations and law.', 'duration': 631.02, 'highlights': ['Belief in oneself is crucial for founding a successful startup, complemented by the guidance of mentors and the support of smart money in the form of venture capitalists, which can offer invaluable networks and expertise.', 'The role of lawyers in a startup extends beyond legal compliance, as they can provide strategic counsel to navigate complex regulations and potential risks, making them vital partners in the entrepreneurial journey.', 'The value of mentorship is underscored, emphasizing the reciprocal nature of the mentor-mentee relationship and the need to cultivate a network of meaningful connections based on shared values and perspectives.', 'The detrimental impact of transactional venture capitalists who prioritize financial returns over entrepreneurial success is highlighted, emphasizing the importance of building relationships with investors who provide mentorship and strategic support.', 'The process of ideation and focus in entrepreneurship is explored, highlighting the significance of refining and prioritizing ideas to achieve a compelling vision and sustained commitment to a singular mission.']}, {'end': 9683.776, 'start': 9333.659, 'title': 'Work-life balance and personal trauma', 'summary': "Emphasizes the importance of work-life balance, showcasing the impact of dedicating oneself entirely to work and the subsequent need for balance and social, emotional, and physical health. it also delves into the speaker's challenging upbringing, with frequent moves and isolation, and the impact of being a 'geek' in the 80s, leading to personal trauma and the eventual realization of the need for social connections and balance.", 'duration': 350.117, 'highlights': ["The importance of work-life balance and its impact on personal well-being and success is emphasized, showcasing the repercussions of dedicating oneself entirely to work. The speaker's personal experience at General Magic serves as a cautionary tale, highlighting the physical, mental, and social toll of putting 'every waking minute' into work, resulting in a 'spectacular disaster' and personal trauma.", "The speaker's challenging upbringing, frequent moves, and isolation due to being a 'geek' in the 80s led to personal trauma, emphasizing the importance of social connections and balance. The speaker's experience of attending 12 schools in 15 years and being the 'geek with the computer' resulted in isolation, loneliness, and difficulty fitting in, illustrating the impact of frequent moves and social isolation.", "The speaker's realization of the need for balance and social connections after experiencing personal trauma showcases the importance of finding a healthy work-life balance. The speaker's experience of becoming 'insular' in the world of 'geeking out and building stuff' at General Magic emphasizes the impact of neglecting social ties and the subsequent realization of the need for balance and social connections."]}, {'end': 9976.88, 'start': 9683.796, 'title': 'The soul and legacy of steve jobs', 'summary': 'Discusses the ephemeral nature of life and products, emphasizing the impact of human connections and the legacy one leaves behind, highlighting the importance of curiosity and teamwork in creating meaningful contributions to the world.', 'duration': 293.084, 'highlights': ["The soul is the thing that you instill in others when you go that lives on, imparted onto people that you worked with and those relationships you've had, living on in the stories they tell.", "The iPod's gone now, right? This week it was announced iPod's dead after 21 years. It is those human connections. It's that growth that you've helped someone just like they helped me.", 'The meaning of life is driven by curiosity, always trying to ascribe meaning to something or understanding of something, creating some pretty cool things along the way.', "The most wonderful part of building something together with a team is that you're walking side by side with other people, looking at your feet and scanning the horizon at the same time."]}], 'duration': 1512.401, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/4oDZyOf6CW4/pics/4oDZyOf6CW48464479.jpg', 'highlights': ['The importance of focusing on what one wants to learn and seeking opportunities for growth and learning, rather than solely aiming for specific companies or roles, is emphasized.', 'Belief in oneself is crucial for founding a successful startup, complemented by the guidance of mentors and the support of smart money in the form of venture capitalists.', 'The importance of work-life balance and its impact on personal well-being and success is emphasized, showcasing the repercussions of dedicating oneself entirely to work.', "The soul is the thing that you instill in others when you go that lives on, imparted onto people that you worked with and those relationships you've had, living on in the stories they tell."]}], 'highlights': ["The iPod accounted for 60% of Apple's total revenue and held an 85% market share, signifying its significant impact on the company's success.", 'The successful acquisition by Google for $3.2 billion was a result of careful consideration of leadership, environment, brand integration, and IP exchanges, demonstrating the importance of strategic partnerships and negotiations in acquisitions.', 'The impact of open-source projects like Raspberry Pi in revealing a semi-dormant genius amongst millions, with several million units sold and shipped, indicating a quiet storm of genius brewing of engineers.', "The transformative impact of personal computing, the sense of ownership and community surrounding software sharing, and the speaker's ability to program and explore the Apple II, reflecting the significant shift brought by personal computing in the 1980s.", 'The creation of iPod was rooted in identifying and addressing customer pain points, providing an emotional superpower by offering a solution to the inconvenience of carrying CDs, highlighting the importance of understanding customer needs and delivering effective solutions.', 'The pivotal role of iTunes in the success of the iPod, with Steve Jobs committing all marketing dollars to the integrated experience of iPod and iTunes. The success of iPod was reliant on the integrated experience with iTunes, with Steve Jobs committing all marketing resources to ensure the success of both products.', 'The importance of embracing human emotions, vulnerability, and authenticity in product design and leadership, emphasizing the need to move beyond presenting a flawless facade and embrace the full rollercoaster of humanity within the storytelling process.', 'The importance of focusing on what one wants to learn and seeking opportunities for growth and learning, rather than solely aiming for specific companies or roles, is emphasized.', "The soul is the thing that you instill in others when you go that lives on, imparted onto people that you worked with and those relationships you've had, living on in the stories they tell."]}