When I came to Zynga, actually a lot of people asked me, you know, "Well, just how did you do that? I mean you came from making shooters. And, you know, you're just -- you're, you're kind of an expert on first and third person shooters. "And, you know, it must have been just like being on a foreign planet, uh, making this completely different kind of game for, you know, middle-aged women on Facebook and, you know, growing crops." And, uh, to me, it, it wasn't strange at all. For me, the process was, you know, let me -- let me sort of dig into what is interesting about farming. And let me dig into why do players find these games interesting. How do these games fit into their life? And, and it's the same question that you go to a, a Dead Space player. "You know, what, what do you find interesting about horror? What is interesting to you about sitting on your couch with the lights off and playing a game? What -- you know, what are the experiences that you expect from a console game?" Uh, and that's -- to me, that's the same design process as saying, "Okay. All right. "Well, what is interesting about farming? What is interesting about Facebook as a platform?" And talk to users about, you know, "What, what do you like about going onto Facebook and playing a casual game? And why is -- why is that platform interesting to you? And how does it fit into your life?" And I think if you just go through that process, it really doesn't matter. In fact, uh, I've actually heard people tell me that they think this is complete heresy. But I actually encourage, uh, the designers that I meet to, to not think of themselves as game designers, but to just think of themselves as designers or product designers. Because I think a good game designer or a good designer could actually go make a, a, a coffee machine or a new cell phone or, or think about how to design a new interior of a car. And it's all the same process. It's all about what's that experience you want to create. And can you articulate it? And can you identify what all the pieces of it are? And then can you actually direct a team and help them sort of bring it home and make sure that they stay focused on that experience?
