"Working backwards" is also, famously, Amazon's philosophy. It's one of my most cherished takeaways from working there.

I love this video. It's classic Steve Jobs in a real meta way.

While I agree with the thesis, the response is total reality distortion field.

He says "you have to start with the customer experience" rather than the technology.

Then he name drops 4-5 technologies that were speculative endeavors and says when Apple put them all together to make the laser printer: "we can sell this".

"You have to work backwards from the customer experience."

To do this right, you probably need to learn from the many attempts others made before. I bet nobody knows yet what a good customer experience for AI will be. They are all still experimenting until somebody puts together all the parts in a successful package.

> "You have to work backwards from the customer experience."

Ok. Let's try that with some basic needs. And I'm totally serious. Let's go. I am abroad, walking in a city. I look for a book store. I get my Apple phone, open maps, OK, that works.

Now I have to go to the bathroom. Hmm, is there an app for that?

How do I convert this phone into a nice and clean toilet? Stupid question you say? I'm the user, remember, and I have __one__ need right now.

Wait, I'm supposed to use maps again to find a public toilet? Chances are it's going to be smelly and dirty. Not the great UX I am looking for, Apple.

Seriously, Apple has been addressing the wrong problems for far too long now. They are not looking from the user's perspective, but rather from the viewpoint of: we have a CPU and a touchscreen and a camera, what can we make with that so that more people will buy it? And how can we sell people even more stuff __through__ it?

But of what use is a better camera if the device can't even solve basic needs?

If you want to call yourself a revolutionary company, you gotta step back and think different.

"You have to work backwards from the customer experience."

answer... ditch phone/screen, just have an earpod you talk to.

What was Siri?

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