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.

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.

No customer was asking for Echo. This was definitely us wandering. Market research doesn't help.

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.

Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you'll find on surveys. They live with the design.