"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 and we're going to do this and we're like god you know and so we d..."

"here's tony fidel when did you first fall in love with computers or let's say computer engineering and design i first fell in love with computers and programming was it a summer school class in fifth ..."

"and then you would sit on a texas instruments paper terminal and it would just literally i was just i could write things and it would i could program this machine to do stuff and it was you know it wa..."

"truly cloud computing in a way so it was really terminal based computing uh and the input and the program are separate so the input to the program or they could go together like um or is there no inpu..."

"that's the you had to notice the magic at that low level at that time you didn't have all the graphics you didn't have all the like apis and all the sample codes no stack overflow no internet none of ..."

"musician or someone else like you could read rick rubin's like here's a thing they tell you all that stuff and there was one guy who wrote music construction set he wrote it all in assembly and he was..."

"these days today or not just programmers engineers engineers designers yeah like all the things about a product that i think we love are the little details and there's probably a human being behind ea..."

"but yeah so sorry for the distraction so what uh you mentioned apple ii what was the first computer you fell in love with like the the product the thing before you that was a personal computer it was ..."

"of that summer we got my apple too and now you couldn't tear it away from me it was my my friend it was everything from a product perspective what do you remember that was brilliant um the design choi..."

"now you can there's it's so abstract you know people don't even understand like usually you know some programs don't even understand memory they just think it's unlimited right yeah and security it's ..."

"youtube there's little communities that are local and so on but if they were organized [Laughter] if a leader would emerge no okay so when did you first start to dream about building your own things d..."

"my whole world was out of box experience from when i was in high school because i had to man the customer support line pack the boxes and write some of the code while we were doing well joe joe gleaso..."

"amalgam of rock and then funk and r b and i loved to listen at night so i had a clock radio but if i had the clock radio on everyone like the parents go go to sleep stop that turn that stuff off so i ..."

"right which was okay probably because uh how much books do you need is the idea by the way brilliant i mean just putting books i know it's probably not the sexiest of things but putting books on on a ..."

"the ipod you know it was too apple needed something and i wanted to fix something and it it all kind of you know came together at this right right place right time plus the right technology came at th..."

"electrical design software things because i didn't want to present something that was going to be fictional right my credibility would be like trashed right so you mentioned convince yourself you're p..."

"know what to focus on at the beginning and what not to worry about over time like when i was early in my career i worried about everything on the engineering details so much so that you know i would b..."

"done always always how hard is it to achieve a sort of a confidence to a level where you could present it to steve and actually believe that this is doable like what what do you remember one yeah that..."

"stuff in six weeks so i didn't sleep right yeah yeah but i i was like because i was trying to make this from i was i was envisioning this since the nino right and i was like oh my god right but there ..."

"situation that the company was in versus the ipod so given that what was the conversation when you finally presented to steve what was that conversation like the conversation was well we went we went ..."

"and so i was like steve and and this is why it took me four weeks to finally sign on to join apple after he greenlighted the ipod program in that meeting was because i had built other things in the pa..."

"and itunes sort of uh what was that a birth of ideas that made up itunes itunes existed before the ipod okay and so jeff robin had his company oh man i can't remember her name but it was bought he was..."

"so when you look at again apologies to linger on ipod but it's one of the great inventions uh in in tech history what wisdom do you draw from that whole process about spotting an idea this is somethin..."

"in a portable package and i can have all the music i love all the time i was solving a pain which was for me it was thousands of these other people might be 10 or 15 cds right and then i can have the ..."

"because everyone else is driving all the time you're like that's what you do and you find out there's other ways of living and there's freedom when you get rid of that you're like oh my god i didn't k..."

"many companies around the world you have these brilliant engineers designers scientists researchers they put together these these whats and then they develop it develop it develop it and then at the e..."

"bringing or the pain you're killing for the you're you're the end customer right now let's give let's contrast that think about a movie a movie starts with a treatment it has an audience that says the..."

"hopefully over delivers on that story so in the drafting from the beginning to the end of the press release what does a successful team look like who is part of the draft is it engineers designers wha..."

"so product management does that and and and holds that press release along the route and making sure that we're tracking and then also marketing is tracking with that press release to make sure they'r..."

"communications is about taking big risks and throwing caution into the wind at its best because your job is to communicate in the long term communicate the genius the the joy the the the genius of the..."

"that said when you you you think about the messages and the joy and revealing things right many of these leaders don't tell great stories so what we do at future shape our investment firm is we take t..."

"humanity which i i think is uh been very difficult for companies to embrace right not sure why i'm not maybe it's just an old school way of doing things like people think you know that we present a fa..."

"world but you're also just a human being you have a clearly uh like a distinct personality that comes through the like your eyes light up just the way you communicate is just you um some people are mo..."

"still haven't given full form to there may be eighty percent done or maybe even sixty percent done but you can see enough in there then you take those great ideas and you give the why's to the team an..."

"the customer feels the love on the other side so the making the team like taking him in onto the vision onto the why now they feel the all the little details we think of the original ipod and all the ..."

"forth what does it look like to the customer how are we going to implement it in the most um you know efficient way because you know a lot of stuff you don't know is some of that stuff is hacked in ma..."

"came from other things and they they see that right when you work with very rigid engineers this is the way the only way those are not the engineers i want to work with they're all like a bit artists ..."

"in the story but like putting rotating media in your pocket and it could drop at any time what happens there and like you can damage because the heads and the hard drive media are so close it smacks i..."

"i showed them here's the situation you know it's acoustics acoustics yeah they're like no no no no this is horrible this does not this is not gonna work the reflection the the curtains are not gonna s..."

"cgi well that's that's right and that and there's also value to the to to those right cgi superhero can tell a better story but you have to have a good story to begin with sure exactly but it it's if ..."

"nice quality to see um you know you're one of the fascinating humans in the history of silicon valley steve is another one of those so those two humans came together for a time to work together what w..."

"because a lot of times most people want a data driven decision but with v1s you don't get data right maybe in a b2b you could a little bit because you can talk to customers but you can't do that with ..."

"right but we were like if we want this thing to go anywhere around the world you want to put that friction in people are going to move from place to place you know they have different sims because of ..."

"yeah absolutely you know you never know apple started wi-fi people don't understand wi-fi came out of there there was no wi-fi in 2001 apple started wi-fi and then everyone else you know got onto on b..."

"leaving that stuff behind like um right the headphone jack right i mean that when uh when different folks were getting rid of the headphone jack boy that i would love to be a a fly in the wall of thos..."

"after it was probably four or five years in development just like the m1 processor right that was a work from 2008 right grinding away grinding away grinding away then saying okay now we have the conf..."

"in the process of shaping these opinion-based ideas so in build i write a chapter called yes and you lay out beautifully the types of and uh maybe you could speak to the constructive and the destructi..."

"you're it's clear they're just trying to get up in the ranks push people down shove people aside i think we saw a president do that on a stage once um you know i'm me and i'm the you know i'm the the ..."

"plastic on the front face of the iphone and we're going to do this and we're like god you know and so we did it and he pushed us because he didn't know all the details but he could see in our minds th..."

"i could argue each side it seems like in one sense just having a strong vision and opinion is already going to make everybody grow even if it turns out to be the wrong as long as you are sort of stand..."

"they're in rare air and no one can challenge them right right steve was never that that's the great thing he was he was never unchallengeable you could challenge him now let's now this the the plastic..."

"and the reasons were okay we don't want to make a mistake glass can break you know people drop them all the time so we don't want to have a fragile device because you're going to be using even more th..."

"were like really and so there was enough of a doubt there and then when we started to do it and then steve changed the frame of reference of the question or of the result of what the customer would th..."

"right so this you know you look at these stories and you hear just the top line rumors of the takeaways but that's not usually how it all happened of like one leader was that's not how steve was now i..."

"up another thing okay uh you said challenge the idea not the person you know i'm somebody who has a you know i have a temper i've i use colorful language and so on when i'm on teams i work in my priva..."

"me it's going to affect a a significant enough fraction of brilliant people where that shouldn't be part of the culture exactly and and other people see that happen and then oh i guess that's acceptab..."

"um oh yeah how are you different from steve as a leader and designer so you you've spoken about sort of what made you stronger which is he was able to challenge he was able to push you to bring out th..."

"and and all kinds can do great designs did it manifest itself differently just the fact that you came from those diff uh different places absolutely like what uh so like the discussion about glass on ..."

"then steve instantly figured out like at some point don't micromanage every single detail there's some things he doesn't know enough about so he would get out of that but that was one of those instanc..."

"when there's a great idea that comes from the team acknowledge that person and go that is a great idea as the leader you know the opinion driven that's a great idea let's build on that let's see if th..."

"er the reaction is never that's a genius idea it was always like it was either negative or neutral right yeah then it doesn't it doesn't have that same emotional effect that you want you to bring your..."

"time yeah right you gotta train through those moments you to teach those are teaching moments yeah moments i aspire to be that kind of person i'll usually say that that that idea is that is the like t..."

"right and the whys while we're working on that and helping us refine it just like the switch from plastic to glass right all the time working on that so when he comes out on stage he does something th..."

"how to do materials how to think deeply about curves right and shadows and how it would look not just in your hand but how it would look in the photograph you were going to take from marketing right s..."

"under and sometimes they uh and the team not just i would say we need this we're like we can't deliver that but maybe we were able to work together to find different design characteristics and differe..."

"as you should perhaps because then uh if you're always thinking about the pain required to deliver this thing you you'll be too conservative you wouldn't do the wild ideas right exactly but you have t..."

"um those are where those little details are where the magic comes out right and you know if you don't do if you don't take those pains and put in the love the customer customer's going to feel it's go..."

"yet another brilliant idea that you brought to life is nest nest thermostat and the big umbrella of nest again as part of this uh netflix series season three [Laughter] what was the most memorable the..."

"purchase they never thought they had choice some guy usually in suspenders and a butt crack told them looked around looked at their house and said um this looks like somebody who's got is well to do t..."

"so how do you go around that so creating a disruptive go to market channel one was direct to consumer right and all the marketing that was necessary to get that message across another one was getting ..."

"as a founder and leader just out of curiosity in these cases of acquisition um is it always a good thing is there any part of you and the team that considers saying no oh we considered saying no all t..."

"build out the platform have the right leadership behind us to help us grow this thing into what the vision it should be and that's what we believe we were doing with the the google acquisition is it p..."

"but you don't take them on on their same turf you take them on on the turf they're gonna want to have in the future right spotify is a platform it started as an application is now a platform yeah righ..."

"comment that it's such a it's a subtle but a brilliant framing of just ask the question what do i want to learn and then see what career path is going to maximize that that's so interesting it's the f..."

"i have a version one of myself a version two a version three a version four i had a lot of opinions about myself and what i wanted to do sometimes those opinions for certain people those opinions are ..."

"other opinions and so it's the same thing but it was by doing right the way you find out what you want to do in life is by figuring out what you don't want to do and the only way you find that out is ..."

"the startup what does it take it takes belief in yourself that's the first thing belief that you can do it not but hopefully with mirrors or mentors around your coaches around you to make sure you kno..."

"almost like a relationship in in the world right you know when you have it with a per you find your partner you know you're like hmm wait um something and then you're trying to like and then all of a ..."

"you is it like with the ideas [Laughter] no what happens is you're in the right you have a community around you okay and because you've been building a network because you can't do it alone so you hav..."

"so it's really they have to find you and you have to find them and that's by sharing you just don't go and look it up on you know on the internet and say who are the best mentors in the world it just ..."

"your side then it's incredibly powerful because not just one plus one equals two right it's something bigger than that because then they can bring their networks of people and their networks of compan..."

"days a week or whatever it was you're still working as hard as ever but what you're doing is you're making sure when your thinking time is during work that you're not ruminating at three in the mornin..."

"what's the uh what's been the uh the darkest moments of your of your life what are some of the darkest places you've gone in your mind you've talked about you know if you're doing these kinds of thing..."

"what were these computers what were these things you're off in a cold they're all off partying or going whatever it was and i'm sitting there like they're like this guy is just this alien right who's ..."

"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 on you know the richest people in the world and everything so so that was t..."

"i had to get i had to get clean yeah and uh that made that made you who you are tempered um so steve jobs is no longer with us one day you also will no longer be with us that's the the the thing about..."

"right and through build i'm hopeful that those stories stay relevant because they're human nature they're not about who knows what the next iphone thing is or the next ipod thing is the stuff that i h..."

"beautifully put why do you think we're here what's the meaning of life tony jesus we're going all around me of life why why because you said it's important to have a press release okay humanity if lif..."