CTO Straight Talk - Issue 1 - 48

We now have a series of very good examples of
products and new businesses that have design
at their very core.

What recent changes in the way
people think about design and
product development made a device
like Nest possible?
I think it's a combination of three things. One,
we have a deeper understanding of what design
does, when it's working well, and what it can
do. We've proliferated that across businesses
and in the start-up world over the past five to
ten years-quite successfully, I think. I think
that organizations, whether they are large
corporations or start-ups, are understanding
more how design can make a difference. That
is very closely related to the second trend.
We now have a series of very good examples
of products and new businesses that have
design at their very core -from the iPod and
the iPhone from Apple to start-ups that have
designers on the founding team, like YouTube
and Airbnb. The third trend, which I think
is most important and, in many ways, most
fundamental, is that the technology world
has done a very good job of building out the
stack so that most of the places where you
make a difference today are at the level of
user experience. Our computation capacity is
so high that we can do what we like most of
the time. In many, many cases, it's possible

to create meaningful and useful new products,
new services, and new experiences just by
changing the user experience. That's a design
problem, right?
I find it somewhat amusing when people
talk about how important engineering is for
many start-ups in Silicon Valley. That's true,
but what most of these engineers are doing is
not very innovative stuff; it's mostly cranking
out code to deliver on the ideas. Most of the
really serious engineering that has already
been done. We see it here in our organization.
In the past, we would conceive of a new design
and have a long and painful process of working
with the technical community to try to figure
out how to make things work. Now I know any
number of designers who are able to code and
build their own stuff. That just wasn't possible
a few years ago. I think the success we've had
in the past five or ten years in building out an
infrastructure that allows design to fit on top
of it has really changed, fundamentally, what
can be done.

CTO Straight Talk | 48



CTO Straight Talk - Issue 1

Table of Contents for the Digital Edition of CTO Straight Talk - Issue 1

Contents
CTO Straight Talk - Issue 1 - Cover1
CTO Straight Talk - Issue 1 - Cover2
CTO Straight Talk - Issue 1 - Contents
CTO Straight Talk - Issue 1 - ii
CTO Straight Talk - Issue 1 - iii
CTO Straight Talk - Issue 1 - iv
CTO Straight Talk - Issue 1 - v
CTO Straight Talk - Issue 1 - 1
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CTO Straight Talk - Issue 1 - Cover3
CTO Straight Talk - Issue 1 - Cover4
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