Bob Baxley (00:00:00): Almost everyone living in a modern economy now is going to have hundreds of interactions with a phone or with a computer. And unfortunately, a lot of those interactions are not going to be great. We have an obligation as product people to put that emotional energy back into people's lives. Lenny Rachitsky (00:00:14): You actually have a really unique perspective on just what is design. Bob Baxley (00:00:17): Design is trying to imagine the future you want to live in and then take the steps to make it real. Saying a company is design-led does not mean it's designer-led. I've never seen somebody graft it on after the fact. It's there at the beginning in the root DNA or doesn't exist. (00:00:31): It wasn't a successful stint at Pinterest. I just bounced off the culture. I came in thinking I was supposed to behave the way I behaved at Apple, which is very direct, fighting hard. Lenny Rachitsky (00:00:41): Why did you decide to join Apple? Bob Baxley (00:00:42): I just seek out opportunities to witness history. The whole company is constantly asking how can the thing that I'm working on be a little bit better? Lenny Rachitsky (00:00:49): Why do you Think that people that have left Apple, a lot of amazing things haven't emerged? Today, my guest is Bob Baxley. Bob is a designer, executive and advisor who's built in led design teams at Apple, Pinterest, Yahoo, and most recently ThoughtSpot. Over the course of his career that spanned over three decades, Bob has played a pivotal role in the design of the Apple online store, the Apple App Store, Pinterest, and early in his career Yahoo Answers, products that have been used by hundreds of millions of people around the world. (00:01:21): Bob also mentors individuals and advises organizations that are working to improve the practice, craft and culture of digital product design. There is something in this conversation for everyone from why you should consider having designed report engineering, why it...