Tony Fadell

                                              Summary

  Tony Fadell said: People are usually accustomed to the phenomenon, sometimes "used to" makes life more convenience. For example:" When we try to learn to drive, at beginning your attention only care bout the cars, the lights, the pedestrians. That we couldn't even talk to anyone else in the car and couldn't even listen to music. As the weeks went by, driving became easier and easier. You habituated it. It started to become fun and second nature. And then, you could talk to your friends again and listen to music." (Said from Tony Fadell)But it also let us think the world is what we think are, for example," The self-adhesive label on the fruits, we have to dig out it, and sometimes it will hurt our nails. But nobody wants to change that."

  In the Apple company, Steven Jobs wants to challenge his employee. Use the customer's point, (especially the new customer) to try something new. Tony made a example,"I remember this clearly in the very earliest days of the iPod.  Back in the '90s,being a gadget freak like I am, I would rush out to the store for the very, very latest gadget. I'd take all the time to get to the store, I'd check out, I'd come back home, I'd start to unbox it. And then, there was another little sticker: the one that said, "Charge before use."And almost every electronic product back then did that in the 90's.  So the Apple company  try to break that rules. " We could make a higher quality product, be easy to test, and make sure it was great for the customer. But most importantly, the battery came fully charged right out of the box, ready to use. So that customer, with all t'hat exhilaration, could just start using the product. It was great, and it worked. People liked it." No more "Charge before use".

  So he thought the first secret of design is "against with the human natural--accustomed to the phenomenon." He gives us three points:

  1)Look broader  2)Look closer 3)think younger

 And finally he said:We all saw the world more clearly when we saw it for the first time, before a lifetime of habits got in the way. Our challenge is to get back there, to feel that frustration, to see those little details, to look broader, look closer, and to think younger so we can stay beginners.