During this time, I’d also play a little game with myself and people I truly respected. They’d ask me, “What’s keeping you busy now? What’s interesting to you?” So I’d tell them I had an idea—maybe a great idea—and share a few details to get their reactions and thoughts and questions. I was developing my pitch, figuring out the story of the product just like Steve would do. Then as the weeks of research and strategy began to come together, I stopped saying it was an idea and started saying I was building a product. Even though it wasn’t quite true yet. But I wanted it to feel real—to get them,
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