“Petty says the trick is to treat each design challenge as a potential exception to the rule. “The major thing I learned working with Ev is that there is no secret formula to all of this. You read articles everywhere online about strict formulas you should follow about coming up with ideas or proper launches. What I learned is that there’s no one secret answer other than plain old hard work and focus. The trouble with plain old hard work? It takes a lot of motivation.” - × × ×