As a product designer, I was taught to focus on the object and to think about the object. The revelation for me was joining Bill when he first started working with him. He just started working in an interaction design, the design of software. Software is a time-based medium. It is not a static medium. So storytelling is both the tool you use to develop those time-based solutions, but then also it becomes this powerful way of sharing and communicating ideas after they're done.