"We love it. Obviously we love the fact that people say design counts. But it's really…design comes from within. iPod is a pretty product, but it's not a beautiful product, it's not a ground breaking product. What's interesting about what Apple has done is they linked all the pieces, from the brand, to the user interface to the actual product. And all of them work seamlessly together which makes it interesting. That's the design and that's really what the consumer wants. Tell me how to put this all together. What we see now with our clients is…the big buzzword is the ecosystem. How do I make this ecosystem work. Traditionally clients have concentrated on just making the thing, their component of it. Make the product. And consumers want more now." A lack of that kind of thinking is why some good or even great new technology ideas….never catch on. Bloomberg Boot Camp, I'm Fred Fishkin.