“But every time they opened the random-stuff drawer in their kitchen, they’d see the cute little Nest screwdriver. And they’d smile. Every time they’d need to replace the batteries in their kid’s toy car, they’d grab our screwdriver. And suddenly the screwdriver became the toy and the car was forgotten. We knew it wasn’t just a hardware tool—it was a marketing tool. It helped customers remember Nest. It helped them fall in love.”