Part 2: Build Your Career

“It was so glaringly, wonderfully obvious. Make a product for people who already saw the need and felt the pain daily.

But if you take this route—if you go around your boss and start making a fuss all over the company—make sure the issues you’re raising are not about yourself.

I remember we had a huge all-hands meeting at Apple once—these meetings would only happen two, maybe three times a year. And a guy stands up during the Q&A and starts asking Steve Jobs why he didn’t get a raise or a good review. Steve looks at him in stunned disbelief and says, “I can tell you why. Because you’re asking this question in front of ten thousand people.”

He was fired shortly thereafter.

So don’t be that guy.

I spent nine years at Apple. It’s the place where I finally grew up. I wasn’t just managing a team anymore. I was leading hundreds, thousands of people. It was a profound shift in my career and in who I was. After a decade of failure, I finally made something—actually two things—that people actually wanted. I finally got it right.

But it didn’t feel like success at first. Or even in the end. It was still work, every step of the way.

The Google teams with whom we’d planned to integrate and codevelop technologies and products were reluctant to work with us. They kept asking their execs for more details to figure out if they really had to help us at the expense of their own projects. Why? Why? Why do we have to help a team that isn’t Google? Over the subsequent months, every time we had to clarify yet again for customers that Nest was separate from Google, our internal reputation took another hit.

I should have remembered what it was like at Apple during the very first months when we started building the iPod. It just didn’t occur to me—Nest was so much bigger and more established than my tiny iPod team, I thought this was a completely different situation. But it was exactly the same. Back then Apple’s executive antibodies saw us coming to take their time and draw away their resources, so they tried to block our way and ignore our requests.

That’s when Steve Jobs gave us air cover, dropped bombs on the teams who were slowing us down, forced the issue, yelled sometimes to make sure we got what we needed. Steve Jobs fighting for us was ultimately what allowed us to succeed.

Most people do the same thing Sharon did when they need work: they look at the job listings and look for a job that they think they can get. This is one of the worst ways to get a job, and actually has the lowest success rate (we’ll discuss the phenomenon in detail in chapter 7). This way of thinking is not design thinking; it’s just grasping whatever might be in reach, and it’s unlikely to result in long-term satisfaction. If the kids are hungry, the bank is about to foreclose on your house, or you owe a guy named Louie a lot of money, then by all means take whatever job you can get.