WEBVTT 00:00:01.136 --> 00:00:04.389 In the great 1980s movie "The Blues Brothers," 00:00:04.389 --> 00:00:09.183 there's a scene where John Belushi goes to visit Dan Aykroyd in his apartment 00:00:09.183 --> 00:00:11.506 in Chicago for the very first time. 00:00:12.106 --> 00:00:14.637 It's a cramped, tiny space 00:00:14.637 --> 00:00:17.168 and it's just three feet away from the train tracks. 00:00:18.628 --> 00:00:20.466 As John sits on Dan's bed, 00:00:20.466 --> 00:00:22.929 a train goes rushing by, 00:00:22.929 --> 00:00:25.153 rattling everything in the room. 00:00:25.153 --> 00:00:28.982 John asks, "How often does that train go by?" 00:00:28.982 --> 00:00:33.542 Dan replies, "So often, you won't even notice it." 00:00:33.542 --> 00:00:36.448 And then, something falls off the wall. 00:00:37.248 --> 00:00:39.042 We all know what he's talking about. 00:00:39.042 --> 00:00:41.883 As human beings, we get used to everyday things 00:00:41.883 --> 00:00:43.080 really fast. 00:00:43.600 --> 00:00:46.984 As a product designer, it's my job to see those everyday things, 00:00:46.984 --> 00:00:50.521 to feel them, and try to improve upon them. 00:00:51.365 --> 00:00:54.861 For example, see this piece of fruit? 00:00:56.211 --> 00:00:57.811 See this little sticker? 00:00:59.211 --> 00:01:01.666 That sticker wasn't there when I was a kid. 00:01:02.776 --> 00:01:04.694 But somewhere as the years passed, 00:01:04.694 --> 00:01:07.575 someone had the bright idea to put that sticker on the fruit. 00:01:07.575 --> 00:01:08.292 Why? 00:01:08.292 --> 00:01:09.821 So it could be easier for us 00:01:09.821 --> 00:01:11.558 to check out at the grocery counter. 00:01:11.558 --> 00:01:12.651 Well that's great, 00:01:12.651 --> 00:01:14.706 we can get in and out of the store quickly. 00:01:14.706 --> 00:01:16.784 But now, there's a new problem. 00:01:17.414 --> 00:01:19.443 When we get home and we're hungry 00:01:19.443 --> 00:01:22.874 and we see this ripe, juicy piece of fruit on the counter, 00:01:22.874 --> 00:01:25.719 we just want to pick it up and eat it. 00:01:25.719 --> 00:01:29.455 Except now, we have to look for this little sticker. 00:01:30.587 --> 00:01:34.961 And dig at it with our nails, damaging the flesh. 00:01:34.962 --> 00:01:36.601 Then rolling up that sticker -- 00:01:36.601 --> 00:01:37.636 you know what I mean. 00:01:37.636 --> 00:01:39.775 And then trying to flick it off your fingers. 00:01:39.775 --> 00:01:43.136 (Applause) 00:01:44.276 --> 00:01:45.776 It's not fun, 00:01:45.776 --> 00:01:46.797 not at all. 00:01:47.777 --> 00:01:49.682 But something interesting happened. 00:01:49.992 --> 00:01:53.073 See the first time you did it, you probably felt those feelings. 00:01:53.075 --> 00:01:55.280 You just wanted to eat the piece of fruit. 00:01:55.280 --> 00:01:56.287 You felt upset. 00:01:56.287 --> 00:01:58.021 You just wanted to dive in. 00:01:58.541 --> 00:02:00.165 By the 10th time, 00:02:00.165 --> 00:02:02.641 you started to become less upset 00:02:02.641 --> 00:02:06.071 and you just started peeling the label off. 00:02:06.071 --> 00:02:08.480 By the 100th time, at least for me, 00:02:08.480 --> 00:02:09.612 I became numb to it. 00:02:10.212 --> 00:02:13.103 I simply picked up the piece of fruit, 00:02:13.103 --> 00:02:17.215 dug at it with my nails, tried to flick it off, 00:02:17.215 --> 00:02:18.771 and then wondered, 00:02:18.771 --> 00:02:22.270 "Was there another sticker?" 00:02:23.680 --> 00:02:24.974 So why is that? 00:02:24.974 --> 00:02:27.126 Why do we get used to everyday things? 00:02:27.126 --> 00:02:30.274 Well as human beings, we have limited brain power. 00:02:30.274 --> 00:02:35.043 And so our brains encode the everyday things we do into habits 00:02:35.043 --> 00:02:38.620 so we can free up space to learn new things. 00:02:38.620 --> 00:02:40.662 It's a process called habituation 00:02:40.662 --> 00:02:44.266 and it's one of the most basic ways, as humans, we learn. 00:02:45.596 --> 00:02:47.765 Now, habituation isn't always bad. 00:02:48.975 --> 00:02:50.611 Remember learning to drive? 00:02:51.101 --> 00:02:52.279 I sure do. 00:02:52.939 --> 00:02:56.227 Your hands clenched at 10 and 2 on the wheel, 00:02:56.227 --> 00:02:58.445 looking at every single object out there -- 00:02:58.445 --> 00:03:01.695 the cars, the lights, the pedestrians. 00:03:01.695 --> 00:03:04.006 It's a nerve-wracking experience. 00:03:04.936 --> 00:03:08.520 So much so, that I couldn't even talk to anyone else in the car 00:03:08.520 --> 00:03:10.450 and I couldn't even listen to music. 00:03:10.840 --> 00:03:12.949 But then something interesting happened. 00:03:12.949 --> 00:03:17.119 As the weeks went by, driving became easier and easier. 00:03:18.339 --> 00:03:19.647 You habituated it. 00:03:20.647 --> 00:03:22.914 It started to become fun and second nature. 00:03:23.324 --> 00:03:25.531 And then, you could talk to your friends again 00:03:25.531 --> 00:03:26.490 and listen to music. 00:03:26.490 --> 00:03:29.189 So there's a good reason why our brains habituate things. 00:03:29.189 --> 00:03:32.552 If we didn't, we'd notice every little detail, 00:03:32.552 --> 00:03:34.167 all the time. 00:03:34.717 --> 00:03:36.295 It would be exhausting, 00:03:36.295 --> 00:03:38.687 and we'd have no time to learn about new things. 00:03:40.317 --> 00:03:43.457 But sometimes, habituation isn't good. 00:03:44.477 --> 00:03:47.812 If it stops us from noticing the problems that are around us, 00:03:47.812 --> 00:03:48.843 well, that's bad. 00:03:49.413 --> 00:03:52.816 And if it stops us from noticing and fixing those problems, 00:03:52.816 --> 00:03:54.933 well, then that's really bad. 00:03:55.923 --> 00:03:57.906 Comedians know all about this. 00:03:57.906 --> 00:04:02.791 Jerry Seinfeld's entire career was built on noticing those little details, 00:04:02.791 --> 00:04:06.769 those idiotic things we do every day that we don't even remember. 00:04:08.238 --> 00:04:10.615 He tells us about the time he visited his friends 00:04:10.615 --> 00:04:13.001 and he just wanted to take a comfortable shower. 00:04:13.001 --> 00:04:16.898 He'd reach out and grab the handle and turn it slightly one way, 00:04:16.900 --> 00:04:19.483 and it was 100 degrees too hot. 00:04:19.483 --> 00:04:23.415 And then he'd turn it the other way, and it was 100 degrees too cold. 00:04:23.415 --> 00:04:25.778 He just wanted a comfortable shower. 00:04:25.778 --> 00:04:27.941 Now, we've all been there, 00:04:27.941 --> 00:04:29.726 we just don't remember it. 00:04:29.726 --> 00:04:31.048 But Jerry did, 00:04:31.048 --> 00:04:33.062 and that's a comedian's job. 00:04:33.062 --> 00:04:36.182 But designers, innovators and entrepreneurs, 00:04:36.182 --> 00:04:38.589 it's our job to not just notice those things, 00:04:38.589 --> 00:04:41.525 but to go one step further and try to fix them. 00:04:43.276 --> 00:04:44.842 See this, this person, 00:04:44.842 --> 00:04:46.311 this is Mary Anderson. 00:04:46.581 --> 00:04:48.778 In 1902 in New York City, 00:04:48.778 --> 00:04:50.606 she was visiting. 00:04:51.016 --> 00:04:55.834 It was a cold, wet, snowy day and she was warm inside a streetcar. 00:04:57.226 --> 00:05:02.323 As she was going to her destination, she noticed the driver opening the window 00:05:02.323 --> 00:05:07.128 to clean off the excess snow so he could drive safely. 00:05:08.258 --> 00:05:11.834 When he opened the window, though, he let all this cold, wet air inside, 00:05:11.834 --> 00:05:13.779 making all the passengers miserable. 00:05:15.189 --> 00:05:18.122 Now probably, most of those passengers just thought, 00:05:18.122 --> 00:05:21.373 "It's a fact of life, he's got to open the window to clean it. 00:05:21.373 --> 00:05:22.766 That's just how it is." 00:05:23.176 --> 00:05:24.711 But Mary didn't. 00:05:24.711 --> 00:05:26.010 Mary thought, 00:05:26.010 --> 00:05:29.844 "What if the diver could actually clean the windshield from the inside 00:05:29.844 --> 00:05:33.122 so that he could stay safe and drive 00:05:33.122 --> 00:05:36.063 and the passengers could actually stay warm?" 00:05:36.603 --> 00:05:39.355 So she picked up her sketchbook right then and there, 00:05:39.355 --> 00:05:43.716 and began drawing what would become the world's first windshield wiper. 00:05:44.924 --> 00:05:49.194 Now as a product designer, I try to learn from people like Mary 00:05:49.198 --> 00:05:51.963 to try to see the world the way it really is, 00:05:51.973 --> 00:05:54.047 not the way we think it is. 00:05:54.587 --> 00:05:55.534 Why? 00:05:55.534 --> 00:05:58.881 Because it's easy to solve a problem that almost everyone sees. 00:05:59.894 --> 00:06:03.674 But it's hard to solve a problem that almost no one sees. 00:06:04.441 --> 00:06:07.169 Now some people think you're born with this ability 00:06:07.169 --> 00:06:08.750 or you're not, 00:06:08.750 --> 00:06:13.693 as if Mary Anderson was hardwired at birth to see the world more clearly. 00:06:14.883 --> 00:06:16.813 That wasn't the case for me. 00:06:16.813 --> 00:06:18.456 I had to work at it. 00:06:19.766 --> 00:06:22.395 During my years at Apple, 00:06:22.395 --> 00:06:27.142 Steve Jobs challenged us to come into work every day, 00:06:27.142 --> 00:06:31.056 to see our products through the eyes of the customer, 00:06:31.056 --> 00:06:32.503 the new customer, 00:06:32.503 --> 00:06:35.689 the one that has fears and possible frustrations 00:06:35.689 --> 00:06:38.830 and hopeful exhilaration that their new technology product 00:06:38.830 --> 00:06:40.851 could work straightaway for them. 00:06:41.471 --> 00:06:43.705 He called it staying beginners, 00:06:43.705 --> 00:06:47.687 and wanted to make sure that we focused on those tiny little details 00:06:47.687 --> 00:06:51.845 to make them faster, easier and seamless for the new customers. 00:06:52.558 --> 00:06:56.805 So I remember this clearly in the very earliest days of the iPod. 00:06:57.028 --> 00:06:58.698 See, back in the '90s, 00:06:58.698 --> 00:07:01.127 being a gadget freak like I am, 00:07:03.107 --> 00:07:08.002 I would rush out to the store for the very, very latest gadget. 00:07:09.291 --> 00:07:11.353 I'd take all the time to get to the store, 00:07:11.353 --> 00:07:14.964 I'd check out, I'd come back home, I'd start to unbox it. 00:07:14.964 --> 00:07:18.890 And then, there was another little sticker: 00:07:18.890 --> 00:07:22.005 the one that said, "Charge before use." 00:07:22.005 --> 00:07:23.553 What! 00:07:23.553 --> 00:07:24.558 I can't believe it! 00:07:24.558 --> 00:07:26.734 I just spent all this time buying this product 00:07:26.734 --> 00:07:28.768 and now I have to charge before use. 00:07:28.768 --> 00:07:33.158 I have to wait what felt like an eternity to use that coveted new toy. 00:07:33.158 --> 00:07:34.850 It was crazy. 00:07:34.850 --> 00:07:35.755 But you know what? 00:07:35.755 --> 00:07:37.838 Almost every product back then did that. 00:07:37.838 --> 00:07:39.613 When it had batteries in it, 00:07:39.613 --> 00:07:41.890 you had to charge it before you used it. 00:07:42.690 --> 00:07:45.136 Well, Steve noticed that 00:07:45.136 --> 00:07:45.967 and he said, 00:07:45.967 --> 00:07:48.565 "We're not going to let that happen to our product." 00:07:48.565 --> 00:07:50.413 So what did we do? 00:07:50.413 --> 00:07:53.499 Typically, when you have a product that has a hard drive in it, 00:07:53.499 --> 00:07:56.162 you run it for about 30 minutes in the factory 00:07:56.162 --> 00:07:59.311 to make sure that hard drive's going to be working years later 00:07:59.311 --> 00:08:02.385 for the customer after they pull it out of the box. 00:08:02.385 --> 00:08:05.451 What did we do instead? 00:08:05.451 --> 00:08:07.541 We ran that product for over two hours. 00:08:07.541 --> 00:08:09.129 Why? 00:08:09.129 --> 00:08:12.254 Well, first off, we could make a higher quality product, 00:08:12.254 --> 00:08:14.404 be easy to test, 00:08:14.404 --> 00:08:17.346 and make sure it was great for the customer. 00:08:17.906 --> 00:08:19.159 But most importantly, 00:08:19.159 --> 00:08:22.178 the battery came fully charged right out of the box, 00:08:22.178 --> 00:08:23.124 ready to use. 00:08:23.124 --> 00:08:26.956 So that customer, with all that exhilaration, 00:08:26.956 --> 00:08:28.684 could just start using the product. 00:08:28.684 --> 00:08:31.074 It was great, and it worked. 00:08:31.074 --> 00:08:32.338 People liked it. 00:08:32.338 --> 00:08:35.445 Today, almost every product that you get that's battery powered 00:08:35.445 --> 00:08:37.508 comes out of the box fully charged, 00:08:37.508 --> 00:08:39.561 even if it doesn't have a hard drive. 00:08:40.131 --> 00:08:44.905 But back then, we noticed that detail and we fixed it, 00:08:44.905 --> 00:08:47.253 and now everyone else does that as well. 00:08:47.253 --> 00:08:49.894 No more, "Charge before use." 00:08:50.644 --> 00:08:52.701 So why am I telling you this? 00:08:52.701 --> 00:08:54.809 Well, it's seeing the invisible problem, 00:08:54.809 --> 00:08:59.320 not just the obvious problem, that's important, 00:08:59.320 --> 00:09:02.160 not just for product design, but for everything we do. 00:09:02.682 --> 00:09:06.206 You see, there are invisible problems all around us, 00:09:06.206 --> 00:09:08.462 ones we can solve. 00:09:08.462 --> 00:09:12.286 But first we need to see them, to feel them. 00:09:12.996 --> 00:09:14.964 So, I'm hesitant to give you any tips 00:09:14.964 --> 00:09:17.695 about neuroscience or psychology. 00:09:17.695 --> 00:09:20.689 There's far too many experienced people in the TED community 00:09:20.689 --> 00:09:24.083 who would know much more about that than I ever will. 00:09:24.083 --> 00:09:26.710 But let me leave you with a few tips that I do, 00:09:26.710 --> 00:09:30.383 that we all can do, to fight habituation. 00:09:30.383 --> 00:09:33.777 My first tip is to look broader. 00:09:33.777 --> 00:09:35.889 You see, when you're tackling a problem, 00:09:35.889 --> 00:09:39.281 sometimes, there are a lot of steps that lead up to that problem. 00:09:39.281 --> 00:09:42.351 And sometimes, a lot of steps after it. 00:09:42.351 --> 00:09:45.700 If you can take a step back and look broader, 00:09:45.700 --> 00:09:47.971 maybe you can change some of those boxes 00:09:47.971 --> 00:09:48.977 before the problem. 00:09:48.977 --> 00:09:50.337 Maybe you can combine them. 00:09:50.337 --> 00:09:53.672 Maybe you can remove them altogether to make that better. 00:09:54.258 --> 00:09:56.249 Take thermostats, for instance. 00:09:56.249 --> 00:09:59.627 In the 1900s when they first came out, they were really simple to use. 00:09:59.627 --> 00:10:01.579 You could turn them up or turn them down. 00:10:01.579 --> 00:10:03.279 People understood them. 00:10:04.019 --> 00:10:05.772 But in the 1970s, 00:10:05.772 --> 00:10:07.846 the energy crisis struck, 00:10:07.846 --> 00:10:11.416 and customers started thinking about how to save energy. 00:10:11.416 --> 00:10:12.703 So what happened? 00:10:12.703 --> 00:10:15.731 Thermostat designers decided to add a new step. 00:10:15.731 --> 00:10:17.581 Instead of just turning up and down, 00:10:17.581 --> 00:10:19.572 you now had to program it. 00:10:19.572 --> 00:10:22.790 So you could tell it the temperature you wanted at a certain time. 00:10:22.790 --> 00:10:24.586 Now that seemed great. 00:10:24.586 --> 00:10:28.064 Every thermostat had started adding that feature. 00:10:28.064 --> 00:10:32.340 But it turned out that no one saved any energy. 00:10:32.340 --> 00:10:33.853 Now, why is that? 00:10:33.853 --> 00:10:36.588 Well, people couldn't predict the future. 00:10:36.588 --> 00:10:40.136 They just didn't know how their weeks would change season to season, 00:10:40.136 --> 00:10:41.634 year to year. 00:10:42.414 --> 00:10:44.745 So no one was saving energy, 00:10:44.745 --> 00:10:45.727 and what happened? 00:10:45.727 --> 00:10:48.350 Thermostat designers went back to the drawing board 00:10:48.350 --> 00:10:50.392 and they focused on that programming step. 00:10:50.942 --> 00:10:53.409 They made better U.I.s, 00:10:53.409 --> 00:10:55.575 they made better documentation. 00:10:55.575 --> 00:11:00.305 But still, years later, people were not saving any energy 00:11:00.305 --> 00:11:02.901 because they just couldn't predict the future. 00:11:03.431 --> 00:11:04.909 So what did we do? 00:11:04.909 --> 00:11:08.978 We put a machine-learning algorithm in instead of the programming 00:11:08.978 --> 00:11:11.676 that would simply watch when you turned it up and down, 00:11:11.676 --> 00:11:14.270 when you liked a certain temperature when you got up, 00:11:14.270 --> 00:11:15.977 or when you went away. 00:11:15.977 --> 00:11:17.245 And you know what? 00:11:17.245 --> 00:11:18.172 It worked. 00:11:18.422 --> 00:11:21.639 People are saving energy without any programming. 00:11:23.239 --> 00:11:25.246 So, it doesn't matter what you're doing. 00:11:25.246 --> 00:11:28.512 If you take a step back and look at all the boxes, 00:11:28.512 --> 00:11:31.533 maybe there's a way to remove one or combine them 00:11:31.533 --> 00:11:34.047 so that you can make that process much simpler. 00:11:35.007 --> 00:11:38.084 So that's my first tip: look broader. 00:11:38.084 --> 00:11:42.065 For my second tip, it's to look closer. 00:11:42.065 --> 00:11:45.096 One of my greatest teachers was my grandfather. 00:11:47.006 --> 00:11:48.907 He taught me all about the world. 00:11:49.557 --> 00:11:53.049 He taught me how things were built and how they were repaired, 00:11:53.049 --> 00:11:56.771 the tools and techniques necessary to make a successful project. 00:11:57.671 --> 00:12:02.008 I remember one story he told me about screws, 00:12:02.048 --> 00:12:05.678 and about how you need to have the right screw for the right job. 00:12:05.678 --> 00:12:07.617 There are many different screws: 00:12:07.617 --> 00:12:12.487 wood screws, metal screws, anchors, concrete screws, 00:12:12.487 --> 00:12:14.232 the list went on and on. 00:12:15.212 --> 00:12:18.485 Our job is to make products that are easy to install 00:12:18.485 --> 00:12:22.219 for all of our customs themselves without professionals. 00:12:22.789 --> 00:12:24.210 So what did we do? 00:12:24.720 --> 00:12:27.655 I remembered that story that my grandfather told me, 00:12:27.655 --> 00:12:28.928 and so we thought, 00:12:28.928 --> 00:12:31.428 "How many different screws can we put in the box? 00:12:31.428 --> 00:12:34.278 Was it going to be two, three, four, five? 00:12:34.278 --> 00:12:36.574 Because there's so many different wall types." 00:12:36.574 --> 00:12:39.304 So we thought about it, we optimized it, 00:12:39.304 --> 00:12:43.395 and we came up with three different screws to put in the box. 00:12:43.845 --> 00:12:46.122 We thought that was going to solve the problem. 00:12:46.122 --> 00:12:48.817 But it turned out, it didn't. 00:12:49.527 --> 00:12:51.158 So we shipped the product, 00:12:51.158 --> 00:12:53.548 and people weren't having a great experience. 00:12:54.128 --> 00:12:55.336 So what did we do? 00:12:55.336 --> 00:12:57.081 We went back to the drawing board 00:12:57.081 --> 00:13:00.545 just instantly after we figured out we didn't get it right. 00:13:00.545 --> 00:13:04.269 And we designed a special screw, a custom screw, 00:13:04.269 --> 00:13:06.440 much to the chagrin of our investors. 00:13:06.440 --> 00:13:09.862 They were like, "Why are you spending so much time on a little screw? 00:13:09.862 --> 00:13:11.861 Get out there and sell more!" 00:13:11.861 --> 00:13:15.184 And we said, "We will sell more if we get this right." 00:13:15.904 --> 00:13:17.594 And it turned out, we did. 00:13:17.594 --> 00:13:20.888 With that custom little screw, there was just one screw in the box, 00:13:20.888 --> 00:13:23.995 that was easy to mount and put on the wall. 00:13:25.525 --> 00:13:31.625 So if we focus on those tiny details, the ones we may not see 00:13:32.404 --> 00:13:34.228 and we look at them as we say, 00:13:34.228 --> 00:13:35.636 "Are those important 00:13:35.636 --> 00:13:38.436 or is that the way we've always done it? 00:13:38.436 --> 00:13:41.320 Maybe there's a way to get rid of those." 00:13:42.220 --> 00:13:46.839 So my last piece of advice is to think younger. 00:13:48.389 --> 00:13:52.545 Every day, I'm confronted with interesting questions from my three young kids. 00:13:52.545 --> 00:13:54.316 They come up with questions like, 00:13:54.316 --> 00:13:57.224 "Why can't cars fly around traffic?" 00:13:57.644 --> 00:14:01.420 Or, "Why don't my shoelaces have Velcro instead?" 00:14:02.490 --> 00:14:04.389 Sometimes, those questions are smart. 00:14:05.409 --> 00:14:07.947 My son came to me the other day and I asked him, 00:14:07.947 --> 00:14:11.123 "Go run out to the mailbox and check it." 00:14:11.123 --> 00:14:14.891 He looked at me, puzzled, and said, 00:14:15.311 --> 00:14:20.225 "Why doesn't the mailbox just check itself and tell us when it has mail?" (Laughter) 00:14:20.225 --> 00:14:23.878 I was like, "That's a pretty good question." 00:14:24.878 --> 00:14:27.492 So, they can ask tons of questions 00:14:27.492 --> 00:14:32.210 and sometimes we find out we just don't have the right answers. 00:14:32.210 --> 00:14:38.017 We say, "Son, that's just the way the world works." 00:14:38.017 --> 00:14:40.567 So the more we're exposed to something, 00:14:40.567 --> 00:14:42.764 the more we get used to it. 00:14:42.764 --> 00:14:44.894 But kids haven't been around long enough 00:14:44.894 --> 00:14:46.794 to get used to those things. 00:14:46.794 --> 00:14:48.611 And so when they run into problems, 00:14:48.611 --> 00:14:50.834 they immediately try to solve them, 00:14:50.834 --> 00:14:53.576 and sometimes they find a better way, 00:14:53.576 --> 00:14:56.280 and that way really is better. 00:14:56.280 --> 00:15:02.119 So my advice that we take to heart is to have young people on your team, 00:15:02.119 --> 00:15:04.225 or people with young minds. 00:15:04.225 --> 00:15:06.576 Because if you have those young minds, 00:15:06.576 --> 00:15:09.736 they cause everyone in the room to think younger. 00:15:09.736 --> 00:15:14.100 Picasso once said, "Every child is an artist. 00:15:15.090 --> 00:15:20.406 The problem is when he or she grows up, is how to remain an artist." 00:15:21.785 --> 00:15:25.734 We all saw the world more clearly when we saw it for the first time, 00:15:25.734 --> 00:15:28.308 before a lifetime of habits got in the way. 00:15:28.998 --> 00:15:31.341 Our challenge is to get back there, 00:15:31.341 --> 00:15:33.586 to feel that frustration, 00:15:33.586 --> 00:15:35.926 to see those little details, 00:15:35.926 --> 00:15:37.666 to look broader, 00:15:37.666 --> 00:15:39.422 look closer, 00:15:39.422 --> 00:15:41.092 and to think younger 00:15:41.792 --> 00:15:43.710 so we can stay beginners. 00:15:44.150 --> 00:15:45.373 It's not easy. 00:15:45.373 --> 00:15:46.908 It requires us pushing back 00:15:46.908 --> 00:15:50.109 against one of the most basic ways we make sense of the world. 00:15:51.689 --> 00:15:52.732 But if we do, 00:15:52.732 --> 00:15:55.243 we could do some pretty amazing things. 00:15:55.243 --> 00:15:57.890 For me, hopefully, that's better product design. 00:15:58.940 --> 00:16:03.517 For you, that could mean something else, something powerful. 00:16:06.105 --> 00:16:09.169 Our challenge is to wake up each day and say, 00:16:09.169 --> 00:16:12.344 "How can I experience the world better?" 00:16:12.344 --> 00:16:17.193 And if we do, maybe, just maybe, 00:16:17.193 --> 00:16:21.388 we can get rid of these dumb little stickers. 00:16:22.248 --> 00:16:23.797 Thank you very much. 00:16:23.797 --> 00:16:26.274 (Applause)