The biggest needle movers will be things that customers don't know to ask for. We must invent on their behalf. We have to tap intoour own inner imagination about what's possible.

As a company, one of our greatest cultural strengths is accepting the fact that if you're going to invent, you're going to disrupt.

If you're watching your competitors, you're unlikely to invent a bunch of stuff on your own.

There is no map, and charting a path ahead will not be easy. We will need to invent, which means we will need to experiment.

When [competitors are] in the shower in the morning, they're thinking about how they're going to get ahead of one of their top competitors. Here in the shower, we're thinking about how we are going to invent something on behalf of a customer.

We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.