Tony Fadell, CEO of Nest, tells a great story about how they wanted to make the installation of the Nest thermostat as easy as possible for new users. When Nest first launched, they shipped three kinds of screws so the thermostat could be installed on different surfaces. Soon after shipping, the team realised that users were not having a great experience, so they went back to the drawing board, as Fadell says, ‘much to the chagrin of our investors’, who asked, ‘Why are you spending so much time on a little screw? Get out there and sell more!’ The team’s response? ‘We will sell more if we get this right.’ They did. Nest Labs was acquired by Google in 2014 for $3.2 billion, just three and a half years after the company was founded.