...it's not just about design or engineering or business. To me, at least, those things don't matter so much on their own. I think what's important is how you can make them all work together.

You can be a great designer, but if you don't have any idea how to build something, or market something, then it doesn't matter. And vice versa. So, a lot of different people show up from big companies and small companies. At our workshop in Seattle, people from Microsoft and Amazon showed up, but we also had owners of small companies with just one or two people who want to build a product. They wanted to gain some insight from how we did it.

Our whole thing is about making big things happen with small teams. You don't need all these layers of red tape and bureaucracy and formal process to get things done. In fact, being smaller has its advantages, and we talk a lot about that. In some ways it's an inspirational talk, and in other ways it's a very practical, real talk about how we did it and how you can apply some of these principles to your own process.

It's tricky. It's tough. Some people can't do it, and other people can.

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