Using the Story to Define the Product

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Sothe: I was reading a book called of wolves and men by barry lopez. My favorite non fiction books can re define the genre of nature writing in what it could be, says Sothe. In this case, i'm using it as a clumsy metaphor for sot of customer and customer an demand, right? Because you are talking about the investments you're making in the electrification of everything in the motors,. where itsstead of a seven to ten year time horizon, the problem is known. So there seems to be a threading the needle here that you have accomplished quite a few times, not just in building, but also in investing ware.

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Tony Fadell (@tfadell) is an active investor and entrepreneur with a 30+ year history of founding companies and designing products that profoundly improve people’s lives. As the principal at Future Shape, a global investment and advisory firm coaching engineers and scientists working on foundational deep technology, he is continuing to help bring technology out of the lab and into our lives. Currently, Future Shape is coaching 200+ startups innovating game-changing technologies.

Tony began his career in Silicon Valley at General Magic, the most influential startup nobody has ever heard of. He is the founder and former CEO of Nest, the company that pioneered the “Internet of Things” and created the Nest Learning Thermostat. Tony was the SVP of Apple’s iPod Division and led the team that created the first 18 generations of the iPod and the first three generations of the iPhone. Throughout his career, Tony has authored more than 300 patents. In May 2016, TIME named the Nest Learning Thermostat, the iPod, and the iPhone as three of the “50 Most Influential Gadgets of All Time.”

His new book is Build: An Unorthodox Guide to Making Things Worth Making.

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How did Tony overcome his lack of patience long enough to write Build: An Unorthodox Guide to Making Things Worth Making? [07:38]

What did Tony learn from Steve Jobs about taking vacations, and why did he lead the “Killing Yourself for Work” chapter in Build with this story? [12:30]

As a CEO, what did Tony accomplish in his downtime? [21:03]

Tony shares his thoughts on managing big jobs with small teams, and how to chalk up wins that best alleviate burnout. [24:07]

The best practices Tony has found for efficiently dividing labor among the members of a small team. [28:40]

What do the headcount and org chart look like within Future Shape? [36:20]

How does Future Shape differ from a VC firm, and what is its mission? Why was the COVID pandemic minimally disruptive to the way the company handles meetings and does business? [39:17]

What is programmable electrification, and how is Future Shape involved in its development? [44:50]

“The story doesn’t exist to sell your product. It’s there to help you define it.” Tony shares how this concept played into the creation of Build, and what Build is intended to provide to its readership. [51:00]

How did Steve Jobs use story to define projects and products at Apple? [59:47]

Tony admits that plenty of people think he’s an asshole. But what differentiates an acceptable asshole from an unacceptable asshole? [1:01:43]

In our last conversation, Tony drove home the necessity of finding creative ways to cope with the world’s overabundance of plastics. What progress has been made on this front since then, and what other materials can be reclaimed from the things we throw away regularly? [1:06:12]

How does Tony’s small team leverage its time and resources to focus on solving the problems that will have the largest impact? [1:09:17]

Underestimated targets related to climate change that Tony thinks deserve more attention. [1:13:16]

Tony’s thoughts on the efficacy of carbon removal, and companies that are aiming to do it right. [1:17:45]

How will geopolitics figure into the supply chain for an electron-based economy? [1:24:28]

How can we cultivate optimism in our younger generations when the constant barrage of doom and gloom from the media is generating higher-than-ever levels of apathy and passivism in the populace? What can we do to consume a healthier media diet? [1:30:34]

Audience asks and parting thoughts. [1:37:58]

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