How to Optimize for Flow

Apple has two processes that are running in parallel. One is a weekly shipping so every single monday, we do this with a lot of discipline. But then there's a second process where we are taking a little bit of that longer, more exploratory piece. Apple doesn't just put something out there and redo it next week. They really try to focus in and make sure that the next thing that they're doing, that each subsequent step is as incredible as it can be.