You've written this book, right? For those who can't see, Yuri right now is wearing a t-shirt. This is a very tech entrepreneur, as we're saying, very proudly wearing the title of his book on his t-shirt. Born in love with the problem, not the solution, which I love to think is probably just a prompt to your interviewer to be like, remember to me, ask me about the book and don't go off track. So, I'm staring at the problem in front of me, not the solution. You've written it as a hand but for entrepreneurs, right? And I know that you've been involved in more companies than Waze and I think we'll definitely get to that but I think it would be really helpful to actually use the story of Waze along with examples from other companies if you'd like to actually explain some of the key lessons you're trying to teach in the book. So, let me start by saying that I'm wearing those t-shirts for the last decade or so in different speaking events and so forth and the name of the book was obvious that this is going to be the name of the book but t-shirt was there

before. And this is really important, right? Because in general, what I'm trying to say here is, look, if you want to make an impact, if you want to change the world, then start with a problem. Think of a problem, a big problem, something that it's worth solving, something that the world will become a better place if you solve that and then ask yourself, so who has this problem? Now, if you happen to be the only person on the planet with this problem, then I would say, you know what, go to a shrink, it's going to be way cheaper and faster than building a startup but if a lot of people actually have this problem, what you really want to do next is go and speak with those people and understand their perception of the problem and only then go and start to build your solution. Now, if you follow this path and your solution works, it's guaranteed that you're creating value. If you start with the solution, you might be building something that no one cares and this is going to be really frustrating. But there are two other things that are going to happen when you follow this path. When you speak with other people and they share with you their perspective of the problem, you feel like they are sending you on a mission to solve that for them. And this is where you fall in love with the problem. And when this happens, the problem is going to serve two purposes in your journey. The first one is it's going to be the North Star. And when you have a North Star, you are way less likely to make deviation. You will have deviations, right? There are cloudy nights but you don't get to see the North Star and there might be many nights of cloudy nights. But at the end of the day, you know where you are going and when this happens, then you actually increase the likelihood of being successful. The other part is that the story that you are about to tell is way more compelling. Just imagine that we will be here in 2007 and I will tell you I'm going to build an AI crowdsource based navigation system and you're going to say, yeah, really interesting. But you don't really care. If I will tell you I'm going to help you to avoid traffic jams, then you do care. And so when you speak about a problem, it's easier to create emotional or engagement and the result is that you will have easier life on user acquisition, on engaging with investors, with the media, with everyone. But then you go on the journey and then let me define the journey as an in three dimensions, right? It's going to be a long roller coaster journey of failures and now let's me split into each one of them. Roller coaster journey is ups and downs, ups and downs all the time. Now if you'll tell me and look, all the businesses and the wards have ups and downs, I agree. All the businesses in the ward have ups and downs. But the frequency of those when you're building a startups are dramatically higher. It could be a few times a day. Now if you realize that this is going to be a journey of failures, then there are two immediate conclusions. The first one is that if you're afraid to fail, in reality you already fail because you're not going to cry. If you are going to cry new things, you will fail. Albert Einstein used to say that if you haven't failed that because you haven't tried anything new before, if you are going to cry new things, you will fail. And to a certain extent I would say, look, I know that this is about leadership in business. But it also could be about leadership in parenthood. And maybe the most important thing that you would like to take from this conversation today is teach your kids to fail. Because when you do, they get up and when they get up, they being empowered to try more and to get out of their comfort zone and keep on exploring. And at the end of the day, this exploration is going to help them to find what is it that they really like and will help them to become happier. As a generation, we don't teach our kids to fail. We actually expect them to bring A+, there is an old Japanese saying say, say,

four, seven, rise eight. One of my favorites. Exactly.

Right. But there is another immediate conclusion out of that. If you realize that this is going to be a journey of failures, then what you really want is to fail fast, because the faster that you fail, you actually have enough time to try something else to make another version of it and our attempt at different approach and so forth.