it needs to be composited with a loody-minded, resolute view of, we are going to do this.ut our values to do something new that has not been done. if there is a value, there is good reason for stuff being done. you are confronted with those reasons and you have two choices. you can say, that is a good reason. i am sorry for bothering you. or you can say, i do not believe that. i am going to find out more. i'm going to find someone who is more experienced. there is that sort of resolution where -- george bernard shaw talks about you have to reject reason to innovate. you have to say, we understand this is reasonable. this is what people believe. but i am actually going to ignore you completely. and if you are a fairly sensible person and ignoring smart people is really difficult, the values of it are terribly important. they are easy to talk about. but there are behaviors that are necessary to turn those values into real products. charlie: what are those behaviors? jony: it is that resolution, that determination. those behaviors that can so easily be misinterpreted by peopl