Design Better

Tony Fadell: iPhone inventor on how to build the future

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Mar 28, 2023
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INSIGHT

Design The Story Before The Tech

  • Start product work by defining the audience, pain, and story arc before building tech.
  • Use a one-page press release and storyboards as the project's North Star to avoid building for yourselves.
ADVICE

Start With Pain, Then Add Technology

  • Find problems you can feel and that cause real pain, then map new tech to solve them.
  • Aim to be slightly early so you educate the market but not so early that timing makes you irrelevant.
ADVICE

Communicate Vision With Words And Mock Reviews

  • Use multiple communication forms: visuals, adjectives, and mock reviews to shape vision before building.
  • Draft how tastemakers will describe your product to align sensory, visual, and narrative goals.
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