Great consumer products work because they answer a human instinct or need that was already being felt but was unexpressed and unmet.

I think great products in the consumer world speak to us on some deep level. They they speak to some human instinct or need that we've been feeling and it's been unexpressed or unmet. When we first experience that, there's something magical to it that it could be an unlock. And lots of times it's it's where we're most cynical that we're ready for the most magic.