The Xperia S proved that Sony could build a good phone, the Xperia T showed aniterativeapproach and a new found confidence in styling and advertising, and the Xperia Z is a handset that delivers everything you expect, has the style, and gives you the confidence it will not be out of date in six months time.
So Al changed the process to an integrated, iterativeapproach utilizing many of the same concepts that Frank Lloyed Wright used in his organic design approach.
And, because the strategic value propositions (or use cases) for a patent often changed as a company developed and competed with others, my approach was aniterative one that was re-visited regularly in case a decision that was appropriate at one time was no longer appropriate because of new information.