Entrepreneurship

Content creation as a career path for developers

In this episode, I talk to Florin Pop. Florin is a web developer that started building websites in 2013 and worked many years as a successful freelancer. I know Florin from his super-popular YouTube channel and his funny and inspiring Twitter stream. In this episode, he explains how content creation became a lucrative career path for him. 

We talk about:

  • how he turned from developing software as a freelancer to a successful content creator
  • his recipe of success through failure and smart goals (e.g. specific and measurable goals)
  • his journey to more than 100K YouTube followers.

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Transcript: 

[If you want, you can help make the transcript better, and improve the podcast’s accessibility via Github. I’m happy to lend a hand to help you get started with pull requests, and open source work.]

[00:00:00] Michaela: Hello and welcome to the software engineering unlocked podcast. I’m your host, dr. mackalya and today I have to pleasure to talk to Florin Pop.

But before I start, let us talk about this extremly long, and very unexpected break. You must have believed that I might never come back. But thankfully, that’s not the case.

In fact, I actually came back bigger and multiplied… Yeah, from today on, I’m not doing those interviews alone anymore, but I have a little intern for the next couple of months – which is sitting right in my belly. So far, the intern has not been very helpful I have to say – instead, I got horrible morning sickness, which is also called hyperemesis. Well, that’s also the reason why there was this long, unannounced and unexpected break. But I had a good talk with the intern and put it right on a performance improvement plan, and yeah, it seems we are slowly getting better.

So, we both started working on new episodes for you again. During this break, I also decided that it is time to shake things up a little bit. I will start to experiment with the format and content of the podcast.

I have a couple of ideas that I will try out and see how you like them. So, stay tuned for new episodes! But now back to Florin and his insight into content creation.

Florin is a web developer that started building websites in 2013 and worked many years as a successful freelancer. I know Florin from his super popular YouTube channel, and he’s funny and inspiring on the stream. He’s dedicated to grow and learn in public. And what fascinates me the most is this Florin always is humble, honest, and very, very kind. So I can’t be happier to have Florin here with me. Florin, welcome to the show.

[00:00:34]

Florin: Thank you very much. And thank you very much for the kind words that oh [00:00:39]

Michaela: yeah. I’ve been following for, for quite some time and I’m really always impressed , . It feels very authentic. If you do a YouTube channel, if you do your challenges and how you share what you’re learning. And also sometimes you’re vulnerable, right? If people, you know, online can be a rough place, you probably know that. And, and I think it’s really important to also show that, you know, words can harm and can. Yeah, you can feel it. And I like that, that you shared that. Like, if, if you are deep down, you’re sharing it. If you have like success, you’re sharing it. And I always feel like you’re very, very honest with your journey and not everything is like super fine. And, you know, I’m writing three blog posts and now I’m famous and make the most money or something. Right. So yeah, I always say, give and take, [00:01:29]

Florin: right? Yeah, exactly. So this is how life works. You have successes and failures and some days you’re doing great and other days it’s not so great. And I like to share that and to, because. I always, I’m thinking of people who are following me. I want them to learn the most after my experience. This is one of my values to share what I’m learning and alongside my journey. There are also failures and I’m messed up a lot of things. Usually people are kind of afraid to share that because you have to be vulnerable about those. But if you don’t do that, especially as a influencer quote it just sends the wrong message that everything’s perfect, but in reality, not everything is perfect all the time. It’s just a continue grind of doing your best every day. And sometimes you mess up things and that’s okay because that’s how we learn by messing things up and. [00:02:34]

Michaela: Yeah, it’s true. Like, it’s really easy to say for others always. Oh, it’s, it’s totally fine. It, I think they are. They’re also forgiving for artists very much, but not so much for ourselves if you’re messing up. Right. And you’re afraid to, to show that things are not. Not going as well, or, you know, we made this big goal. You make this big goal, right? You said like 100 K you didn’t say many how many days. Right. But you said 100 K so it’s a list, but you know, like, can you fail with that? How would you say it? Would you say, oh, it didn’t work out or, you know, and actually. [00:03:09]

Florin: I like to create big goals for myself. This is probably the first challenge where I didn’t have a deadline for, for it. For example, 365 years days of running everyday, I did 100 projects in 100 days. I did, when I started my YouTube journey, the first challenge was 31 videos in 31 days. Then I did the frequent camp curriculum in a month. So everything kind of was kind of had a deadline because. Those are called smart goals. They have that deadline aspect of it. The reason why I didn’t add the deadline to this new challenge, which I’m currently working on going from zero to 100 K I mean revenue is because I wanted, I, I just feel that there are so many variables. I don’t know. And I didn’t want to put a lot of pressure on myself, although I kind of have a deadline of one year, 1.5 years, roughly, I don’t want to go 10 years with it. And I’m sure that I, so I have kind of a hidden deadline for myself. Oh, I don’t make it public. Although in some of the streams, we talked about it when we kind of decided, okay, how many projects I should work on? What should they do? And what are kind of the deadlines just to see, just to keep track of what’s happening. And I think that’s, for me, that’s highly motivating because this is how I worked in the past couple of years. I just. These kinds of challenges got me out of my comfort zone. Also the public aspect where I share on, in public, what I’m doing is what makes me kind of have to do it because now people watch me and, you know, I, I it’s okay to fail. But like, The challenges, which I’m doing. I try not to make them super, super hard. Like, I don’t know, make 10,000 pushups in a day for 100 days, you know? But rather make 10 pushups every day. For one of the days, it’s more about the consistency aspect than having crazy, crazy, crazy goals. I might do that, but like with shorter, like 10 days or something, Yeah. So it’s going [00:05:31]

Michaela: into the building. I have it building thing, right? So I say tiny habits are actually better for, in the long run. [00:05:37]

Florin: Right? Exactly. So it’s not about doing super, extremely hard things, but then just doing something which is relatively easy to do, it’s just a matter of being consistent with it. And it will over time change. Change an area of your life. Like when it was for running, I lost weight that period, then I felt much energized and yeah, building the projects have learned stuff along the way. So it’s just being the consistency. Yeah. [00:06:08]

Michaela: Yeah. And so, for example, we’re coming back to the running because I also follow that one. I’m following a lot of things, but so you lost weight and then after the challenge, do you keep up with the things, do you still run daily or several times a week? And did you know, did the, the way you go up again or, and you share that as well? Like if it’s setbacks, for example, [00:06:31]

Florin: Yeah. So when it comes to weight, my weight journey II, it’s kind of rough because I did this like several times in my life so far, I would lost the way doing a challenge. Then when I kind of gave up on being public about it, I started to go back to my old habits and I got some of it back. So right now I’m. Doing on tick-tock I’m doing this weight loss challenge again and I’m sharing what exercises I’m doing, what I meeting everyday, just to, again, hold myself accountable. And what I’m trying is to, which is really tough. This is one part of my love with my life, which is tough for me is to not only lose the weight because that’s relatively. it’s just the map. If you have ambition, you can get it done. You just said, okay, for the next three months, I want eat and healthy. I will do these exercises. And it’s that the most challenging part is afterwards, like keeping the weight off and keeping the habits. So that’s where I’m a. Kind of going now is to build a healthy lifestyle, which can continue after I lose the weight. So I want to keep it off for good. And it’s still a challenge for me. It’s been going on for a couple of years now. But yeah. Yeah, I think a little learning and [00:07:55]

Michaela: yeah, I think having a healthy lifestyle is a challenge for, for many, many, many people. Right. Be it sleeping enough, eating healthy, you know, don’t not gaining weight. I think also sport, like sport is something. I have a lot of friends that don’t do any sport and I’m like always, I’m always amazed. I also have two. Struggled quite a bit to make enough place and space in my life to do sport, but I always do some kind. I mean, there are always like weeks you know, where I didn’t do it or sickness, for example, I was very sick at that time. I didn’t do sport for a really long time or what I wouldn’t consider sport that the, you know, the doctor would consider it even sport like walking and things like this. But in general, I try really to make sure. You know, I also needed, it’s also for my health, for example, for mental health. I always feel much better if I, if I do, if I do sport, but yeah, it’s, there are people that don’t do any sport and I’m always amazed. Like how, how are you doing it? Like, I really feel completely. And ease and very unhappy. So yeah, maybe everybody is different. Right. But I think a lot of, yeah, [00:09:06]

Florin: yeah. He’s like, so we are different and some people can just have a great body and all of that without doing any exercises. With eating like junk food and all that. For me, you can quickly see that. So if I don’t take care of myself for a couple of weeks and I start eating junk food and stuff, it just, you can clearly say not only that my mood is going down, I don’t have energy. And part of my reason why I’m doing I’m working out and all that is because of that energy, I need a. What I’m doing now as a content creator, making videos, live streams and all of that, I need energy and I need a clear mind to be able to do that. And for that, I need to take care of my health. I need to go to sleep early. I need to eat healthy exercise and follow the. I mean, I guess everyone knows what are the good habits to do in this area. It’s just sometimes we, we mess up and it’s okay. So if we mess up once it’s okay. It’s not the end of the world. It’s just, the problem is when we do it through Peter Lee for weeks, that’s one, that’s when sort of say that our lives. Yeah. [00:10:24]

Michaela: Yeah. I think can even, you know, mess up for several years and still start today and say, well, today’s a different day. Right. So yeah, exactly. Yeah. I have two little kids and I have to say it’s so much more challenging to do all those nice things with little kids, because like, for example, sleep. I mean, you can, it actually messes you up. If you have like this goal of having a healthy sleep habits and you have like a newborn, I mean, it’s just two competing goals that are not, you know, you can’t, you can’t do them at the same time. And I think it took. It took almost three years that, you know, each of my kids, you know, we’re able to slip through. And so until that time, there is no healthy sleep you know, balance, for example, for yourself and with the sleep thing, you know, a lot of other things deteriorate because you don’t sleep, you don’t eat healthy because you’re like just not, you know, really awake and not clearly thinking and so on. Right. So that’s, I think, and the same for sickness or other things, right. Just struggles in your life. And I think that’s okay. Yeah. Whenever you wake up and you can try again and maybe you fail and you know, don’t give up. I think this is probably the most. [00:11:32]

Florin: Yeah. Yeah. This is something I like about what I’m doing now is that I’m okay with failing for me every day is a new day to do things. If I mess up, for example, last week for a couple of days, I felt unproductive and that and that for me was okay. I accepted that, that it was okay for me to be unproductive because now it’s a new week. It’s a new day and I can pick up things which were not done last week. So it’s okay to always like, give yourself this. Boost of all right. I messed up, but it’s okay. I can start over and I can do it right to this time. [00:12:19]

Michaela: Yeah. And so content creation, this is really the big thing now in your life, right. It’s also where you build your business around and how did that come about and how do you, how does the monitorization work? Can you live from it or, you know, how long did it take you to live from it? I think content creation. A dream of, from many people. And then the question is, you know, is it really working out or is it not working out? Do you think that you can sustainably do that for a long time? [00:12:50]

Florin: Yeah, so I expected as a content creator on my blog writing articles. This was in 2019, I think in February or March, I posted my, I restarted blogging because I had like seven articles. But they at least started logging in. I did it sort of consistently three blog posts, two or three blog posts per week. I had a job back then. And it just said, okay, after my day job, I’ll just write something because it felt like something fun to do. And they always wanted to get down this path of blogging and creating content. So I started blogging and at the same time I picked up a Twitter and I started sharing on Twitter. I started to be active on Twitter, really. I think I spent hours and hours per day on Twitter, interacting with people, with people, replying to them and all that. And it took like six months. Well, the, the plan was actually to leave my job. Next year. So in 2020 January, that was the plan they need for plan. So I’ll just try these for 10 months and see how it works. And then if it’s all good, I’ll just quit my job and do this full time. But then on June in 2019, so six months prior to my actual deadline, I was like, I told my wife, you know what I just, I want to do this now. I mean, we had some money saved up from the job. And I was like, you know, let’s, let’s do it earlier. I mean, if it failed, I failed in six months, I’ll get the new job and it should be okay. We use the savings and it was an interesting journey. I can say that it was tough because my focus wasn’t. Monetization. So just imagine, like in the first month I gave up my job, I made 150 bucks. So yeah, it went down for several K two to 150 bucks. But for me, that was okay because I never. I didn’t chase money in the first year or so of concentration. Right. I liked what I was doing. I wanted to grow my reach to grow my audience, to get in front of multiple people. And I knew that it will pay off one day. And they did that for, so basically I was blogging for six months or so. And then in November, that year I started my YouTube channel. And in 2020, my main goal for the year was to get 100,000 subscribers in a year. And they started working really, really hard on that, I think in six months or so I published over 200 videos and livestreams on my channel. Yeah. I was in the crazy, crazy mode where I was putting out content like crazy. Of course it wasn’t like. Highest quality and all that. But for me it was a great practice. I, I know people say quality over quantity, but for me it was quantity brings quality. So I was pushing out a lot of content and see what works and then doubled down on that and made it better and better. And I got monetized in February 18th or March. No, it was in March. 2030. I was monetized. Quickly compared to other YouTubers. And probably because I also had an audience on Twitter, so that helped. And then the amount of content I was putting off out was was a lot. So that helped as well. But from the YouTube revenue side, it wasn’t a lot, it was like probably $400 a month or so. Yeah. After two months or so, I don’t, I don’t remember now exactly the numbers, but the peak on my YouTube channel. Was it September where, when I did a live stream, another challenge, 10 pro 10 JavaScript projects in 10 hours. I just got the idea that morning and it was like, okay, I’m going to go home prepared. These inches go live for 10 hours to do 10 projects. Wow. And that turned out to be great. That video now has over a million views. Wow. And brought in like three or four K sense. But like when it comes to YouTube, the trick is that YouTube revenue from ads is oh, okay. It really depends from which, what, which part you’re saying now is roughly seven, $800 per month. So it’s okay. It’s probably not lots of people can live off of that, but the, the main source of income from YouTube is that the audience, where if you create a digital product, you can sell that digital product and you can also have sponsors. So those two combined will bring in more revenue. Yeah. That combined with some, I think I had a couple of projects for someone I managed to get past to that period of low-income and now the digital products are making good income. Roughly 3, 4, 5 came depends on the month just from digital products, which is mostly passive. So there, the products are out there. And they’re just selling on their own, I guess that’s your book, for example. Yeah, so I have my ebook and I have a course on you than me, and they’re both both doing this. Like [00:18:27]

Michaela: that’s not counting them for the zero to 100 K. No that’s so exactly. [00:18:35]

Florin: Exactly. So those projects I bead last week last year, and I’m not comping for challenge for, for this challenge, which has started. Two months ago or one and a half months ago. I started from zero. So everything I’m monetizing in, the challenge is built during the live streams. I go live every day from Monday to Friday and I build something and the things I’m monetizing then are the things which come for the challenge. Because right now I also have some sponsors on my YouTube channel. And they can’t add that too. I don’t feel like it will be okay to add that to the challenge because it kind of uses my audience before the challenge. Right. There’s just some extra income which I have. And it’s not for the challenge. The challenge is something else in it. [00:19:26]

Michaela: Yeah. And so today I went on YouTube and to your profile, and then I saw that now you can not only subscribe, but it seems like there’s a membership thing on YouTube. Now, is that something that you offer and you see that it’s working already? Or how does that work? Yeah. [00:19:42]

Florin: Yeah. I offered this for quite, I think over a year now. And it’s. It worked out well at the beginning, when I started to promote that I had, I mean, well, I had several people who subscribed who became members, but it’s. I don’t know if people can rely that maybe if you offer something valuable, it can work out. Well, it’s sort of like a Patrion, but it’s built into YouTube. So if you have something to offer you might get more people to become members. For me, it was just like, Hey, if you want to support, become a member. So that’s not like a high incentive to people. To become a member. Yeah. I still get one. She remembers every now and then, but it’s not something you can at least not for me because probably I haven’t laboratories date to the maximum. [00:20:35]

Michaela: And so what do you do members get? Do they get something else or is it just really that, you know, they, they get the same public videos and it’s just like, they support you and they want to be. [00:20:46]

Florin: Yeah, so you can do like sky’s the limit through that? For me right now is you get the special badge and you get your name collar to the live streams. You get some special emotes who can use. A lot, a lot of value there. That’s why probably I don’t have a lot of members, but you can do that. So you can have specialty videos for those members. You can offer them a one-on-one consulting or coaching, or you can send them a discounts on your products and like the sky’s the limit to. What you can use it for. I’m just yeah. I even forgot. I have that enabled. And now you also have a button, a YouTube. They added it recently where people can thank you. So they click the button and they can donate you. If they liked your video, they can donate a, I’m not sure if anyone used that button so far on. I’m not sure if where I can see that. So, and people also can donate through the livestreams. And I got a couple of those along the year or so I’ve been streaming probably for streaming. I’m still debating, which is best YouTube or Twitch, because I noticed that on Twitch people are more likely to support creating. And like donate more become members and all that. It’s just the communities built around, you know, supporting creators on YouTube is more like people come to watch polished videos, which are edited and all that it’s nicely placed. So they’re not that popular right now with streaming. So probably that’s why. People, at least in my niche, people are not. Likely to donate, [00:22:36]

Michaela: but how many people do have on your life? Coding streams onto it? [00:22:40]

Florin: It depends on if I like, for example, last week I had a special livestream where I announced it two days prior to the event and I had over a hundred people joining me, but in the day day by day-by-day stream, I gets 30, 40. Tomorrow or less that [00:22:59]

Michaela: are, that are following you and your [00:23:02]

Florin: staff. Yeah, but I mean maybe some of them leave and others join, but like an average of 30, 40 people tuning date. I mean, that’s the number I see of viewers at the moment, but who knows how many people show tonight? [00:23:20]

Michaela: And so you, do you use restream Dan too, or something like that, the platform stream your Stritch video also on YouTube and the other way around or? [00:23:28]

Florin: No. So right now I’m only streaming on YouTube. So I’m using just OBS to stream directly to YouTube last year I streamed. So I started streaming on YouTube last year, then I moved to Twitch and now I’m back on YouTube because I just felt like I have a big audience here. And I don’t know. I was thinking that I’ll get more viewers over time. I still don’t know. I might have to test multiple times to see all right, which is best Twitch or a year to maybe just keep Twitch for streaming and a YouTube for videos. But I found myself that that was too lazy to just take the videos from Twitch and upload them again on YouTube. So I I’m just dreaming now because. Easier for an hour. The goal is not necessarily to have the streams go out to thousands and thousands of people because I only see them after a day or so. They’re not very polished. So the goal is to have a place where those who are interested to follow. Day by day didn’t know that, okay. Flooring is life this hour everyday. Let me check what is day. And I’m also doing recap videos every week. Now I messed up a couple of weeks, but the goal of the recap videos is shorter videos, which kind of describe what I did in the past week. And those should like push out the challenge idea to more people and get more people. To eventually join me. [00:24:56]

Michaela: Yeah. So I have been streaming on Twitch for, I was 2019 a long time ago. I actually almost said, no, it wasn’t. 2010 days, sorry, 2020 last year for a month. And also for like my challenge of building, you know, building a tool within 30 days. And I also went live every day was very, very nice. I was a little bit exhausted to be honest, after 30 days with like, oh my God. And it was fun, but I also feel like it’s really hard to do something meaningful in an hour. Without really preparing for it. Right. So this was also always like great, just jumping in and doing it on the spot. And, and then even talking with people, like if people are coming you’re a little bit chit-chatting and then really getting something done, I feel it’s very, very challenging is it’s something that you felt you grew into and you just got some more, you know, some muscle memory to do it better. Or do you prepare before the stream or how, how do you. [00:25:58]

Florin: Yeah. So I have to agree, like it’s very exhausting. For me, I just, I kind of noticed that after two hours of going live, building, researching, brainstorming, chatting with the people from the chat for two hours, I’m just dead. Like it just can’t function anymore. I need an app very bad. It’s just, that’s how it is. I mean, I can think on my head hurts from after two hours, because I think. Too much going on because I’m also coding and thinking at the same time, because it’s not something I know by heart. So I have to research it. I have to think about the things I’m doing. And at the same time, people from the chat are talking with me. I have to interact with them. So it it’s, it’s tiring. But I liked the, I liked the fact that I do this every, every day and the, it just. To be honest, some of some days, this is the highlight of the productive part of the day for me. So if I didn’t have this, I wouldn’t do anything that they, so for me, it’s. Motivating to keep doing something, even if it’s just for 30 minutes or an hour, it’s doing something towards the goal of what are a cake. And like the money aspect is nice. It’s kind of intriguing for people to join and see, let’s see how much money flooring made. But for me, the real goal is not necessarily the 100 K in revenue. I could make that it don’t have to make it public. I almost did that in a year, so it’s not the, I it’s it’s possible, but for me, it’s just who I have to become, what skills they have to learn and develop and what knowledge I need to learn along the way to be able to do this. And I also do it publicly. So it’s, it’s more about my personal growth than it is the money aspect. That’s what motivates me. So the money goal is nice. We could public people like to chase those things. But yeah, it’s more about, because I’m also going out my comfort zone because I’m building projects to monetize them. So I need to maybe learn new skills of how to develop a proper database and how to get that education and how to design well and market and all that. So there are new skills I have to learn along the way. And that’s, that’s motivating for me and hopefully inspiring for others to get out of your comfort zone and money is just a return of the value you bring and grow to have. So it’s just a matter of time afterwards. [00:28:35]

Michaela: So it seems like you never suffer from analysis paralysis, right. Where you’re like, oh, what should I do? Oh, this or that? Or they say that, how do you do, do you just do all of that? Or do you feel that [00:28:47]

Florin: something. I feel that probably all the time is just the chat helps. So whenever I don’t know what to do, usually what I try to do is to set the side tasks for tomorrow. So whenever I’m live and I have inspiration of how to develop the project to bring it to the next level, I just write down a series of tasks. So then tomorrow, when I’m not that inspired of knowing what to do. I just have the tasks and another thing which really helps is the chat. So I have a couple of people who are joining every day and just having people to bounce off ideas and they give you feedback and their critique, your work is it’s a great way to have something to do. But I, yeah, sorry, [00:29:38]

Michaela: man. Do you know how, how old. Audience is, or the background or the new developers or the senior people are they’ve maybe indie hackers as well, or, [00:29:54]

Florin: yeah, probably those who follow me along everyday are indie hackers or at least want to be in the hackers. The reason why, like I have 115,000 subscribers, but. Dan’s joined the live streams and there isn’t why is that? Because most people who subscribe to my channel, they subscribed for my tutorial. So like probably they want to learn to code, but what I’m doing now in this challenge, basically it’s not necessarily beginner friendly, although I kind of try to make it beginner, flan friendly, where we build a project from scratch, but there are. Some things which go out of that comfort zone is some things which are more of a business related thinking. And not a lot of people are interested in it right now. You know? So most people who follow me day by day they are interested in this like building projects, monetizing them and work for themselves kind of. Entrepreneurial stuff. [00:30:57]

Michaela: So you have actually two, two sort of niches. One is the indie hacker niche where you have, you’re building a following and then you have that mixed in with the, I want to be a developer niche. Right? So teaching niche, do you want to have them separated more? Do you feel like. You started off it, for example, teaching development. And now you want to be more in the D you know, indie hacker space, or is that both that represents you? How do you think about that? [00:31:27]

Florin: So throughout my journey, as a content creator, I mostly shared what I was doing. So I started off as a blog. Right. I was posting articles. Then I moved on to YouTube creating YouTube tutorials, and now I’m moving on to being an indie hacker. So I’m kind of doing my own journey and. People who follow some people follow me for me. But then I have separate audiences for those separate stages. As I said, most of the people I most of the subscribers I gathered along the past year or so were those who are interested in learning how to code, but now as I’m approaching like a new direction, some of them will be interested in this too. But I’m also now targeting another audience for me most, most about my own growth. And I know that if I learn stuff and share stuff, people who also want to do the same. The same things they will follow along. I know that with this new indie hacker kind of journey, I’m not targeting my older or my old audience. But that, that’s fine because it’s, it’s a progress in my own life. I’m just, I want to be I feel like I would be starting. In a place if I just don’t grow, you know, and I will continue to address that audience as well with tutorials, but my life goes on and I learn your stuff and I, it. Move on, on a, on a new, because at the same time, there are so many YouTube stars out there doing tutorials for beginners and much less of those who just use the skills you’re learning. And building stuff, monetizing them, be your own boss. Yeah. Yeah. Kind of thing. I think that [00:33:23]

Michaela: that thinking and those fears around those thinking are very, very similar to those fears that you have. Oh, I studied computer science and now I want to be a writer. Oh my God. You know, my life will end. I’m even allowed to do that. Right. So these growing aspects, I think of people and, you know, whatever you set out to do, and then you grow and you realize actually something else. It’s happening in my life. I think this is very important that we acknowledge that and that it’s really normal and it’s okay. Right. You, I don’t know, you studied history and now you want to be a developer, go do it. Right. And now you did those videos and you want to be, you know, want to do other videos that are following along your life. I think that’s a super important and we shouldn’t be afraid. I think it will work out wonderful. You’re very charismatic. So I, I was really happy that you have been on my podcast today and to talk with me about all of those things, content creation, monitorization, building an audience, and I will definitely follow you. I will link everything down in the show notes and yeah, with those words, thank you so much, Lauren, for being on. [00:34:31]

Florin: Thank you very much for having me was very nice step. Yeah. Thank you, [00:34:35]

Michaela: flooring. Bye-bye [00:34:36] Florin: thanks. [00:34:38]

Michaela: I hope you enjoyed another episode of the sup engineering unlocked podcast. Don’t forget to subscribe and I’d talk to you again in two weeks. Bye.

Falling in love with the JavaScript community

In this episode, I talk to Tracy Lee. Tracy is the CEO and co-founder of This Dot Labs, a widely successful dev shop. She is also a speaker, conference organizer, and blogger.

We talk about:

  • how she dared to start her first start-up as soon as right out of college,
  • how she learned to program and fall in love with JavaScript and the community,
  • how she founded a successful development shop,
  • her advice in terms of a marketing-driven versus product-driven startup launch.
Continue reading

Bootstrapping Netlify to a multi-million-dollar company

In this episode, I talk to Matt Biilmann. Matt Matt is the CEO and co-founder of Netlify – the modern platform for high-performance websites and apps. Netlify has around 150 employees and an estimate of over 20 million dollar of annual revenue. Matt also coined the term Jamstack, which stands for JavaScript, APIs, and Markup. 

We talk about:

  • his journey bootstrapping Netlify to a million-dollar company
  • how he got the vision for the JAM-stack,
  • how it feels to grow a company from a two-person adventure to over 150 employees,
  • how he envisions the collaborative software development of the future,
  • and the acquisition of  FeaturePeek.

Today’s episode is sponsored by CodeSubmit – the best take-home assignments for your tech hiring!

Subscribe on iTunes, Spotify, Google, Deezer, or via RSS.

Transcript: 

[If you want, you can help make the transcript better, and improve the podcast’s accessibility via Github. I’m happy to lend a hand to help you get started with pull requests, and open source work.]

Michaela: [00:00:00] Hello, and welcome to the software engineering unlocked podcast. I’m your host, Dr. McKayla, and today I have the pleasure to talk to Matt Billman.

But before I start, I want to tell you more about CodeSubmit – the best takehome assignment platform to streamline your tech recruiting! Yes, exactly, this amazing start-up is back sponsoring the podcast. And over the last months, they introduced a lot of exciting new features such as live coding – within a full working IDE running directly in your browser. Beginning of the year, when I was hiring engineers for a startup I work with, I used their tool during the interview process for all the candidates and was extremely satisfied. CodeSubmit made it really easy to create custom tasks that reflect the actual work candidates would be assigned to on the job. Their missing: real tasks, not brainteasers, resonance a lot with me. So, I cannot recommend CodeSubmit enough. Please check them out at CodeSubmit.io. That is Codesubmit.io.

But now, back to Matt. Matt is the CEO and co-founder of Netlify, the modern platform for high-performance websites and apps that defy has around 150 employees. But that’s not all: Matt also coined the term JAMstack, which stands for JavaScript, API APIs and markup. Today, JAMstack is even more. It stands for collection of technologies and languages, including web oriented databases, frameworks, like Nuxt and NextJS, and even framework less approaches. So I’m super, super thrilled to have Matt here with me today to talk about his experience founding and running Netlify and also JAMstack and
software engineering practices at Netlify fly. So yeah, I’m super thriller that you’re here. Thank you so much for joining us.

Matt: [00:00:57] Thank you for having me. Yeah,

Michaela: [00:01:00] really, really excited. So how is that? I looked a little bit like a research you obviously a little bit. And so I started it’s around, you know, seven, eight years ago that you, you for aided or you found that and Netlify how, how was that? Is that. Or you have an idea and you do it, or what was the process like?

Matt: [00:01:23] It was a long, it was a long process that, that, that started way before Netlify itself. So. I I’m originally from Denmark, but spent seven years living in, in Spain, in Madrid, where I worked a CTO for a company that built websites for small to medium businesses, but at a very large scale. So we would build something like a hundred websites a week, tens of thousands of sites in total. Right. And in. And I let the whole product and engineering or built the platform that all the designers would do the design with it, all the clients with useful content management that, that powered every single website from brief to production in. And then, then I actually started a CMS startup in, in Madrid together with the founders of that Spanish. Is that up because we had just tried building sort of several iterations of this. Develop a platform in-house and we thought, okay, we can build a cloud hosted multi-tenant version that, that other agencies and other professionals can, can use to get a lot of the same efficiencies when they are building websites for their clients. Anyway, that was sort of the first take on, like, how do you really remove all of that? The friction for web developers in, building deploying operators. With properties, but, but it was built as Hess as a traditional, like monolithic application. Multitenancy Amisu with database and template engine and all of that. And I came to the, to the bay area and the whole tech scene here, working on that. But while working on that, I started getting this sense. But even if it, if it was a product that was, I was very proud of building. It had a lot of like early innovations in it that had serverless functions before. That was the thing you could write, like service side Java script to running in, in this case, within the JVM in isolates and so on. But I got the sense that the fundamental architecture of this. This monolithic approach where data business, logic template language, front end code is all closely tied to gala was just not going to be long-term the real, like the few charts I could take chunks the way. Yeah. I was looking at lot at, at, in, at what was happening in the, in, in, in two different areas. One was like the space of static site generators. Jake hill and middleman were at the time in the other ones, the whole no JSPs ecosystem and Beaufort was having what was happening there in terms of the early built tools and task runners like grunt and gulp, but also. The first sort of real full race into the, in, into the whole world of single page application with originality tools like sprout Cole or Andy and Leyda in birth in angular react to all of that. Right. And I got this sense that. Pretty soon as browsers really started maturing, it would make much more sense to have an architecture where you try to decouple the front end web UI layer completely from the backend business logic, Leah, and the best back in business logic layer would likely Kelly split into all these different API APIs and services where someone to them, of course I, your own in Europe. But a lot of them are other people’s services, like Stripe oil, goldeo Twilio, and the like, and I also saw that if, if you could do that, you could sort of map that whole web UI there. You could map the workflow around that pretty tightly into the get centric workflow that developers were already working on, where in pull request and merchants and so on. Right? Like it was much more straightforward to. Map that whole process on twist StatePlus, UI Leah, then mapping it onto both the UI layer and the whole business logic data layer that tends to require all these kind of migrations and the settings and so on. So I got, I got the sense that that architectural approach would win out, but I could also see that there was just too many too, too much friction. Standing in front of developers that wanted to go that direction and then actually building, deploying and operating with properties like that. So I built a small in VP of like, what’s the smallest thing I can build that that’s sort of. Aims at edit dressing the workflow for those kinds of web developers. And the first MVP was this was a small service called bit balloon, where in the very first version, you could drag a folder with your friend dot com and it would immediately go live on a, on a, on a URL. And then I edited some CLI tooling and some in API tooling around that. And, and quickly saw that it, that it resonated with the right kind of early adopters in the front end space and, and got very validated in the idea that this architectural shift was going to happen. So at that point, I started to talking to one of my best friends back from Denmark, who Chris was my was my co-founder today. Him. He. We we’ve known each other all the way back from, from high school, which is sadly a long, long time ago by now. But while I, I spent seven years in Spain, he had built his own production company back in Denmark is specializing in like in very interactive, often video power websites typically built in flash for some of the largest brands in the world. They won a bunch of international awards for its work there. And then sold that to a full ed foot, to a full service agency where he became the partner and the chief digital officer. And I started talking a lot to him about this architectural shift and what it would mean if you could sort of pre compile the whole UI and put it on a globally distributed network. And then just talk to these different APS and services. How we could really fundamentally solve a lot of the problems around global performance, around scalability, around reliability, around security, in an, and even in the process, potentially really address to develop a practice city. And all of these areas were where areas that, that. Like he, he knew from, from operating across like web properties from, from tons of different companies and running digital strategy for the sort of Walmarts of Scandinavia and the, like how, how big these problems were and how enhanced they were. Like how, how much worse the problems got as, as, as we also started having more and more people using mobile devices for the web and, and expecting a different kind of, of both pace and use experience. But we could also just see again, how much friction there was. If a team wanted to adopt this architecture, suddenly they had to stitch together like CIC CD with object storage, with CDNs. They had to figure out cash perching rules and it’s caching. They had to figure out how to connect to all these different API APIs and services, and typically had to pick out triggering, rebuild swings. Content that data changed and so on. And there was just no viable tool chain for saying like, okay, we’re going to do this. What do we do it with? So that became the core idea. We, we, we sat down and discussed and came up with from fo for Netlify and still the mission we’re we’re still working on, right? Like how can we create a. At cloud platform for the collaborative work, where teams can really operate efficiently, where we can remove all the friction involved in going from pull requests to live code running in, in, in front of a real uses in. And yeah, we, we, we started out just bootstrapping the two of us. Build on top of the, of the product I had already built and turned it into Netlify launched on air show. Heck a news post the in, in March, 2015. In, and by the end of 2015, we were still just two people bootstrapping a company, but we are serving around a quarter billion web requests a month out of our homegrown CDN for customers. Like we work in Sequoia capital and the Molalla foundation and, and was realizing at that point that, okay, now, now we need to raise capital, build a whole team around this and, and really accelerate. Hmm. Ray cell first round of venture capital in the start of 2016 and hired the first engineers in March, 2016. And then, and then it, of course, it’s been a really fast paced growth since then by now we’ve raised about $107 million. From top tier find slack, Andreessen and Kleiner Perkins, Menlo ventures, EQT M we have for you onboarded more than 1.5 million developers onto our platform and, and, and sites are now like just, just the sites and web apps on our platform are reaching the close to 700 million unique visitors every month. It so. So, yeah, it’s, it’s been quite the ride so far. Yeah. Mine’s lowing.

Michaela: [00:11:26] Wow. Yeah. It’s mind blowing. Yeah. And so for me, You were really very, very involved with the technology. And you had like this vision where it’s going to go and it also went there. Right. So it was spot on. Do you feel like that you’re still very connected to that? Like, do you still feel like that you’re so connected to technology or are you now more involved in, you know, you have to see overall. I am now a little bit more away from this technology side. And how is that for you? You, for me now, how you explained it and how much passion I could really see that. Right. I can imagine that you have also like this passion for the role that you have right now. So you’re probably extremely. Business oriented and you know, all these funds and you know, like where to raise money and how to acquire a company and all of that. Are you still very technical? Do you feel like you’re as technical as you have been before?

Matt: [00:12:24] I I’m obviously not as involved in building Nipsey five from writing code perspective at Southwest, right? Like the first version of I built a CDN from there, from the ground up and the CSTD platform and the react UI that powered it and everything. Right. Like, and now I typically don’t like by my working space, now it doesn’t involve writing code file product eight. Like. But in a curious thing about my background is that that while I’ve been programming as a hobby, since I was 10 years old, I studied the musicology and cultural studies in and was always more interested in how humans adopt ideas and make sense of the world and understand things. So, so I think some people are, need to feel very hands-on with the coach to feel that they are doing something. I, I, I get a lot of joy also out of building the culture and the organization and the, and the engine that can build things without me. Right. And trying to understand both how, when we talk about something like the gem stake emerging, for example, and the shifts in technology. There’s always a mixture happening of like the actual sets of technologies involved and, and the specific program languages and API APIs and infrastructure evolutions that we’re seeing. But in the end, technology is adopted by humans, learning about things and building things, right. And you can understand where technology is going, what will happen in an ecosystem? If you don’t understand how humans adopt technology and why developers built with certain technologies at certain points in time and why you’ll sometimes see technologies that are technically better loose out in the marketplace because their adoption path is harder. Right? So for me, it I’ve always been a very curious person and, and, and, and like to understand. Both sides of that spectrum, both the lower details of, of how does technology, like how does that technology work behind the scenes, but also the details of like, how does human beings approach it and understand it and build with it. And of course, as I been building this company and it’s, I am building it right. The layer of where I operate them, we’ll have to keep shifting. Right? Like in the beginning I had to be the one who just sat down and wrote the code. And then I had to be part of a team that wrote the code. And then I had to be more warfare at it, take lead for that team and guide them in the right direction. And so. And now I have to build the right kind of organization and the right kind of organizational structure to allow our company to build the kind of product that. That we think we need to build. And that’s that, that in some cases also requires finding the right partners to build it with in terms of fee investors or, or ecosystem partners in, or finding the right people to join our team and, and help build it.

Michaela: [00:16:01] So, this is really, really super interesting. Is it, is it for you all about the people or is it also about the structures and how people are working together? Do you see it as a system? Or, you know, like, or is it self forming, like is a company self forming or do you give it some structure?

Matt: [00:16:20] No. No, we, you, I believe in, in trying to, to, to. Bring some structure along the way. I think both me and Chris have always fought that did that, that intentionally building structure and organization is really, it’s really important for building a company that can, that, that can scale to, to become a really large company. Right. Like I think. If you, if you try to ignore the structure, you, you will hit a point where, where everything’s that’s is that’s falling apart. And it’s very easy to hit points along the way that feels like that’s happening. Of course, you’re always a bit riding on a rocket that’s slightly out of control. Right. But I think culture and structure and And value is a really important for how a company functions. And then of course, like you can never replace the, like, it’s in the end, it comes down to actual people doing stuff. Right. But the structure is important and it’s important to be intentional about it. I think we’ve seen some companies that tries to build completely like say they built completely flat structures with. In any kind of structure to it. And that, that just means that as a leader, you’re not taking any intentional decisions and route the structure, because your team is still going to have people that have more offices than other people. And they’re still going to have, it’s just going to happen by politics and, and, and sort of maneuvering rather than by any intentional process of like how strict the structure. Do you see

Michaela: [00:17:51] like a parallel between like I texture, like software, I attacked her and technical debt and structures of companies. Like where you say, well, we try to build the best system with the information that we have right now. Obviously also looking into the future, but then, you know, things evolve, things change. So we actually have to go back and change the architecture or change, reverse some decisions, you know? Remove some technical debt. Do you see the same happens in company in your company structure? Or do you feel like, oh, this is for what we have foreseen, but now we actually have to restructure and re refined or redefine ourselves.

Matt: [00:18:31] Yeah. You absolutely see that happening. And of course it could be a useful metaphor too, to compare like your company through to the machine, building the thing and, and, and think of it as an architecture and that point. Just also have to remember that Indian, the pieces of the machine. So not lines of codes that, that are predictable. They are people with goals and dreams and carry ambitions and interpersonal. Characteristics in. So you have to be aware of both, both sides of it.

Michaela: [00:19:07] So you’re what you’re saying is that technical debt is sort of peanuts, right?

Matt: [00:19:12] Complicated. I just, it to deal with, with, with technology. It’s a lot more predictable Indians than people are, but it, yeah, in the same way, it can also be a lot more fun. To deal with, with human beings. Yeah, obviously.

Michaela: [00:19:30] Yeah. Yeah. I’m, I’m super impressed. Like I can’t imagine how much personal growth has to happen on a way from, you know, like bootstrapping something, then getting investors, you know, scaling probably if you get investors, you normally scale really fast really quickly. And yeah. So th that’s.

Matt: [00:19:53] Yeah. And it’s also, I mean, it’s also a choice you take when you go and raise venture capital that, that raising venture capital is only one way of building a business, right? Like the many other approaches to build a business. In, in our case, we felt that there was also the kind of market opportunity, right. Because we really, from the get go belief. That there was a real opportunity to shape how the future of the web is, is going to be built and how it’s going to function. But we could also see that, that making that big of an impact and getting there in time. And so. There was not something we could, we could have done if we had grown just organically based on our revenue. Right? Like, so that’s, that’s why we, we went out and, and, and raised funds to be able to, to scale and grow much faster than we would be able to do organically. Right. And that, of course always didn’t happen. Half the trade-off of like all the older challenges you get when you are trying to scale an organization very fast. And it has like, you have to know what you’re going into as a founder also, right? Like, as you say, of course, it’s a, it’s a learning curve and you have to be very okay with continuously taking things that, that you saw as quarter your role, like writing the code, building the technology. And then have other people come in and do them instead of you and step away from it. Right. But if you do that, you’ll also learn very quickly along the way. The more like that, no matter how much of your job you seem to delegate it at way, you only get more busy somehow.

Michaela: [00:21:39] Yeah. So one thing that that would really interest in me is like you said, you wrote this little first version MVP of, of Netlify and. A lot of people adopted it. So it seems like you didn’t really have to convince people about this solution or that there is a problem because sometimes like founders it’s, it’s hard. Right. You think like, oh, I have this idea. And then is it too early? Do I have to convince people to have to explain it better? Do you have like to, do you think that this is, this is the right mindset or should people step away from something like where we have. Tweak one sentence to be really powerful and express like the pitch. Right. Is that really too important? Or should we read our focus, our energy on finding the thing that people actually want? Even if you write a sloppy sentence about it, you know what I mean?

Matt: [00:22:34] Yeah. I think, I think it it’s never completely one or the Euler in, I think. You have to in like initially for example, the mental model we had around adoption was that for these kinds of technology products, if you’re trying to build something that’s in that the future of how things will be built, you would expect it to sort of grow in concentric circles where you sort of have these very early adopter technologies that are constantly. Joking too, to broaden their horizon, then find new things that work and so on. Right. And, and, and you want this kind of product to resonate with them first, right? Like in the initial stages of this product, you wouldn’t expect someone who was like aids. Are they working in a law long enterprise company? Very focused on solving. Big picture of business problems, insight that for which assisting technologies to even be interested in your product, right? Like it’s just not time, but you would expect like for a product like ours and, and early adopter of JavaScript frameworks or, or site generators to, to get interested in. And then ideally like there’s, there’s two is essentially two different paths to building. Product companies, right? Like one of them is product led growth and the other is sales or marketing led growth. And not, there’s not like one way is the right way for some products. If you have a product that requires in a whole organization to adopted horizontally before it really adds value. Right. Build a product lead motion around that. You have to go build a sales lit motion where you first go and talk to executives and companies and pick out the needs and then solve their needs with a product. But if you have a product that can both be really useful to an individual engineer, into a small teams with engineer to a larger team of engineers into a whole organization, then you have the opportunity of building like a product led growth moment. Motion. Where, the way you get into businesses is by individual users first adopting the product, and then, then it spreads from there. Right? And we saw the opportunity to build that kind of company. And when you built that, then it can’t be like the cost sale doesn’t depend that much. At first, unlike nailing there, the phrase on your marketing site or something like that, it comes on nailing the onboarding experience for how fast. Can you get someone to land on your website and then be inside the product, doing something where they having a hard moment of why? Like, why is this product going to be useful to us? And for us, there was really about like landing on netlify.com and then having a web property running on a custom domain in a shorter time as possible. Right? Like that was sort of the first iteration of, of, of that hard moment. And then knowing that maybe in, in, in 30 seconds, so minutes or something, right. You had gone from nothing to having a globally distributed website, running on a custom domain with a CSED pipeline plug directly into get right. If we could just make that motion, like something you could do in, in, in 30 seconds or minutes at something like. Then then we would drive that, that, that feeling of like, wow, this is, this is another generation of tooling. This, this is, this is just so different from how the world looked before and, and, and then build excitement with developers. But then in parallel with that, we will also positioning ourselves Hindu in, in the midst of like an architectural change of how are we going to build the web in the future. And at the time when we started, there was just a lot of difference. Technologies that was making that happen. There was, as I mentioned, static site generators that were single page applications. There was a lot of talk of the API economy, some talk around like the programmable weapons, but there was no name for this architecture. And that was something that, that, that, that Chris Sue, my co-founder immediately saw from his background. Like we need, if this is going to have him, we need a name for this category and this architecture, because otherwise, again, all of this happens because humans adopt the technology and humans goes in the direction and, and. If you can’t give people the vocabulary to talk about what they’re doing, it becomes very hard for that idea to spread between groups and teams and people. Right? So that’s why we ended up coining the term game stack. And it happened sort of in a very collaborative process with different people in the, in the industry. And so on in an and the term started taking off because it was needed, right. Because it gave me. And nomenclature to start talking about things that before were seen as just separate movements, right? Like, okay. This, something happening about the architecture we use for cell phones, talking to API APIs, there’s something happening or how this whole world of web API is exploding. There’s something happening around single page applications and something else happening around CDNs and site generators and stuff. And suddenly we had a nomenclature to say, oh, it’s an architectural shift. It’s a shift to watch the games deck. And that, that was really important to, to, to build the other part of like on the one hand, the individual product story and the developer story of like finding this product and instantly getting into ha moment and then connect them. To a broader story around like a new architecture for the web emerging and, and the possibilities that that would entail and how not just individual developers, but large organizations could benefit from that change. So both sides are important, but in the end, if you’re building a product led growth company, you have to be really obsessed is obsessive about the product itself and how. That product that attracts Andy and convinces juices to, to, to work with it.

Michaela: [00:29:17] Yeah. The funny thing is that when you described the story off, you know, how a developer, you know, sees your side and tries it out. This is exactly how I felt when I tried it out. I was not an early adopter dough. Right. I try it out somewhere last year, but. It wasn’t exactly like this. I was like, oh, I have to reply this website. And I want to do it quick. And you know, like, let’s, let’s try that out. Right. Everybody is already on it. I’m like the late, late person too late for everything, but I went to it. Right. And obviously at that point it was fully baked fully in, but, you know, I was there and was like, wow. Well, it’s running, right? Like I was like, and as you said, right, this, like you push and then it’s there. I exactly felt what you were saying, but it was like last year. How was Natalie fly when you say, well, let’s go five years back. How was the experience? Was it similar? Like at that point, would you say.

Matt: [00:30:18] Yeah. So, so the expense involved in, and it will continue to evolve it as, as we also go for, broadening the experience and, and telling it different, like as a large and larger story through the product. Right. So the very first story you would see was, was, was in bit balloon the predecessor to Netlify. Land on a website that just immediately on the front page, head like a drop soon in saying drag your web folder here. And there would also be a little download link where if you didn’t have a website handy, you could download one and drop it there. Right. And then you could just drop aside onto bit ballooned at com without even signing up or anything. And it, you didn’t need to sip the files first, anything you just drag the actual folder onto a bit, little.com and boom. Now you would be live. We still have that done. If you go to app.netlify.com/drop, you’ll get the same kind of experience that mimics, like what, what the very first version was like, of course, in the signed by me and not by actual designers. Like it looks like today. So that was like the first simplest motion we could do right in. And then the next step was really to, to start, like after we had, after I had built out that initial version of just getting a site live and, and, and getting a custom domain connected to it, getting SSL set up and so on, then, then it was really the question of okay. This is fine. If you’re really just one developer by yourself, manually deploying, and we added a CLI where you could do the same from like writing it at for spit and native later, just Netlify deploy and immediately from the command line, deploy fault. That’s fine. If you’re really just one individual working, as soon as you’re at team of people, that’s not very useful. Like you, you can’t just random. You have people deployed manually at different time without structure and people get their structure from, from GitHub or GitLab or bit bucket. That’s where developers collaborate on opening new pull requests and building new features. So. The next iteration of that on Netlify was really saying, instead of focusing on you deploying manually from a folder that solves the whole problem of you working in a good provider and getting that live. So the next moment really became that flow of like calming. Tell us you’ll get repository and we’ll try to even guess what tool you have a framework you’re using. And just say, okay, and now you’re done, right? Like now you have something you live in. And, and now of course, with, without acquisition of a feature peak and that whole journey, we are going even deeper into that space of like, this is not just for single developer building. On their own, like real projects, always built by teams with lots of different stakeholders and with several developers and one part of the processes it’s writing the code. But another part of that whole process is that for every release, you have some feedback cycle where you have back and forth with product managers or designers or other developers or other stakeholders. Before you take something live and now we’re really sort of expanding that whole experience to drink fluid, that process and to sure how, how frictionless we can, we can make. The process of a team actually building releases together and taking them to the world.

Michaela: [00:34:21] So with, with this acquisition, somehow you have like this deploy previews feature. Yeah. You know, my, my favorite thing are code reviews. Is that something that you think is part of the programming part or is it part of deploy? Is it, is it part of something that should be, should code reviews be somewhere in that picture or how do you see it?

Matt: [00:34:45] I mean, code code reviews are really important, but then there’s also the, the step ahead that’s like viewing their outcome of, of, of your current code. Right? Like being able to just open a pull request and having that pull request running in the full production environment. Exactly. As it would look like if you were. That’s that’s really like, it doesn’t replace the code review. Right? Like the developers should still work on the code review tools to make sure that the quality of the code behind that it’s up to scratch and so on. Right. But it does make the, the review, especially from. It QA testers, product managers to designers and marketeers to content editors or anyone else that’s involved that will want to review what the output looks like. Hmm. It makes that process in much simpler. Right. And what we were seeing, like w w like we launched deploy previews in 2016, a long time ago, and we’ve of course been very big consumers of that whole workflow internally, ever since then. netlify.com runs. And Netlify Natalie find that conference and identify all of our web properties up easily run on Netlify. And in that process of deployment, Completely essential to how our web teams work. We’re constantly sharing URLs and so on. But the one thing we saw also when talking to clients and so on, was that when you share that URL, then. The feedback cycle spec to the developers that happens all over the place. Some of it happens you’re shared in slack and there’s feedback in slack and more people open issues and get up or in JIRA, or they will piece two screenshots into documents and sent them back and forward for, at the mess attachments. And, and for developers like the, the process. The process of, of that is as fragmented as the process of code reviews was before tools like get help and get lab integrated into the workflow. Right? Like before that happened, like there was no. You, you would sometimes have specific tools for code review, but mostly it would be processes of sending back and forth emails around the code, or simply just having to sit down at a laptop together or at, at this top bank at the time, and look at the code and talk through it. Right. And get up with the pull request. Functionality really gave her home. For court reviews, right? Like in the game of place where, where now you no longer have to wonder, like where is it happening? And people commenting in all kinds of places and so on. Right. So what we’re trying to do with collaborative deploy previews is in a similar way to give it a form for the, feedback, not on the, on the input, which is the code, but on the output, which is the reason. And make sure also that since every deployed review, it’s a different URL. We don’t, we didn’t want to have a system where every deploy preview now has its own. Like you have to know it exists and go there and look at the feedback in order to take part in that process. Because like we had some initial prototypes integrating with tools like that, and it just attracted from the process because now. Apart from checking the pull request to end a slack messages and the emails also I had to continuously try to figure out is people, are people now also commenting on the deployed from you? Yeah. So it’s really important to make each deploy from URL. Okay. At checkpoint that that makes information flow into the original places. So feedback that stakeholders make on the deployment of the will, will flow back into the poll requests. They’ll take part in the comments there, or they can open tickets in whatever project tracking software you’re using related to get Harper linear clubhouse for the like, and now it’s really important for us. Right. But again, it was this sense of like, Now when a developer, she is that deployed preview URL, the Isles are sharing how to give feedback and how that whole process operates. And we hope that can really, as I said, do do for this process, what, what pull requests themselves fit for them? For the code review process

Michaela: [00:39:23] feature peak, which basically is part of what you’re just describing right. Of the functionality that you’re describing. As I understand it. Is it a company that you acquired? So I would like to understand the process around that a little bit. So you have this vision, obviously you seem very vision driven, right? So you have this vision and then you see that there is no place for that. But how does that work? Like, and then you find a company or, you know, like it, because you’re, you’re obviously. Yeah. Having your eyes out on the space and under companies, and then you see a company that works in that space and you think, oh, they’re going to the right direction. And then you contact them. Or how does that, like how, how can it be such a good match and why not do that? In-house and you know, like how does this whole process wig? And what’s your, what’s your mental model behind it?

Matt: [00:40:12] Yeah, let me, let me tell them, so let me take a step first bank and just to the listeners shit like yesterday, we announced a big feature for us called collaborative deploy previews that allow other stakeholders to give feedback in the process of, of, of reusing and going from pull requests to release. And behind that feature launch was an acquisition of. Affair venture funded company called feature peak that was backed by Y Combinator and matrix venture in that joint Netlify and integrated that product into the core of our product. And the whole, the whole process started in a way back into, in our all hands meeting at the very start of 2020, where in memory. So was a UX researcher on, on, on our team. Yeah. Brought up the, it like brought up the initial idea that take it. It would really add so much value to the other stakeholders. If there was a way of bringing feedback and commenting to to deploy previews. And based on that, we started at first in prototyping with a couple of different tools that already existed in the space for. Full commenting and annotating on websites. So we integrated one of those tools through it, built, pluck in and started testing it out internally. And we learned there that if the commenting was something external to the current process, our developers cut more frustrated than helped by it. Like they quickly felt like, okay, now, now I’m just getting. At pod from all the meals and slack messages in this year’s I get, I’m also now getting comments in a different place. Right. So after testing that for a while, we found out that, okay, that’s that’s not going to be the right approach. It’s the right idea. It’s the right problem with tackling, but it’s not the right solution in. So we think it, that, that we would have to do something that tied into the process that developers will already working in. And that tied into the pull request process. And we did start in building our own. We built first, a quick prototype that I went to celebrate experienced team built in. To be able to take that to our user researcher and then put it in front of a bunch of our clients talk through like, what would this do for their workflow? What are they currently doing for their workflow? And started all to really understanding like the set of tools that, that our customers were working with and how they were already solving this problem. Because obviously like, It’s not like this is something that everybody already doing in some way. No, no one are building software just by having developers write the code and then launch it. Right? Like there’s always a process of write the code, show the output, talk through it, do testing, validate the result, give feedback, iterate on it. And then you launch it. Right. But often that process is just a lot of screenshots and PowerPoints and emails and slack messages and stuff. And we could see that, that, that if we could make that flow back into the poll requests, that would help. But it wouldn’t be enough. Like when we tried just that with our first prototype, we saw like just full requests, comments. It’s not enough. Like people are also using is your track or some project management software. And we had to figure out how can we integrate into those pieces as well? So this was a long process and we built several internal prototypes and did some. Kicked off some real development. And in the process we kept looking at, in any, any company, they was trying to take a listen to the market. The end, the one of them that started to really stand out was, was west feature peak. So we reached out to them and, and asked to meet. And they came to us and, and had at the time actually started working on it on a nearly fight integration through our built plugins layer and. Yeah. I was in Nicole together with a, with, Jessica, one of product managers with the two founders of feature peak. They gave us a demo of, of what they had been working on in the integration. And as the demo progressed, I would say like our jobs got closer and closer to the, to the flow of because yeah, it, was really far ahead of anything else within this space. And more than that, It, it was as if they had been reading all of our use of research, like building exactly the kind of product that, that I wanted to build in that we were dreaming about. Right. So we very quickly figured out that, that, between us and, and the, and the Fiji peak founders, we really shed a vision of like, what can you do in this space? And what can you build in? They had already built a product that, gets a lot of things. But we could also like, just, just talking through food, future potential. We could see that we were so aligned in like, what could this turn into? And as we started to talk more, it was also pretty obvious that they could build a great integration on top of Netlify and here’s how our integration layer for that. But it would still just be an add-on. It would still just feel. Like something you could add and that would be bolted on, right. It would have its own like separate sort of dashboard and lock in. And the integrations would be only on there and not on our end and so on. That would not really be a good way to integrate the whole feedback cycle as a first-class citizen throughout our whole product journey. It would be feeling like it just, to pluck in just an add on, right. And we felt. Between all of us that if we really wanted to do this, integration had to be much deeper. It heads to be much tighter. And we would only really be able to do that if we were one company. So then we started talking about what if we joined forces? What if we, what if we built something together, then build something in, in two different silos ended and ended up agreeing that, that that was the right way to go.

Michaela: [00:46:35] And so now, You acquired them this week. And are you going to develop something now or is it already developed or, you know, like how does that person?

Matt: [00:46:46] So, , we did the acquisition in about three months echo and behind the scenes that their whole team and our team have been. Working really hard on, on, on integrating their technology really deeply into Netlify. So Netflix too. So yesterday we didn’t just announce the acquisition. We also announced the full product launch with with all of these collaborative features now available to all Netlify users from Friday.

Michaela: [00:47:19] Yeah, very cool. So you took the D the code base that they had, and then it w it’s not a complete rewrite, it’s just that you blacked in what they had, you know, got rid of some, you know, functionality because it was a plugin first and now it’s, you know, it’s part of Natalie fly. So you, part of the code base and integrate the data. How does

Matt: [00:47:40] that. The team that has like they both whom re rewrote parts of their code base to integrate it into our code base directly for, for the whole coy API functionality. I think our team together with their team built the. Three new microservices to power, like identity for cross integrations, for uploads and so on in. And and they updated the whole UI to be in line with how we built Netlify UI and to feel integrated into, into that process. Eh, But if, but I have to say an incredible job from, the whole team, executing that in just three months in and taking it to them.

Michaela: [00:48:29] Yeah, I can imagine. Yeah. Yeah. Well, it did. So I have 1000 more questions, but we are on time. So I will just, I would just say thank you so much for sharing everything with me and Medalla, you know, with the listeners and with, with, with us, it’s like, yeah. As I said, I just have so many more questions. I could talk for hours, but you maybe I’m inviting you again. Maybe you have time to spend a little bit more talking with me about all of those things. Yeah. Can you have more questions, but yeah, it’s, it’s, I’m really impressed. It’s a, it sounds really fascinating and really cool. Is there something from your side that you want to share, like with my listeners that you want to give them on the way I will obviously link everything in the show notes, but is there something that you want, especially for people that are, you know, like love technology, software engineering, and also maybe want to become founders or, you know, do their own thing.

Matt: [00:49:28] In. Yeah. I mean the first thing I would say, if you think all of this sound sounds, sound interesting and, and you would like to read the part of it. We are very actively hiring. So check out our careers page and if you don’t find anyone, anything there. Think you could be a great part, then we always have at your dream job position that you can write in for in. So that would be the first part. And do the other part, I would say is that it S this whole sheet. From big monolithic applications having to to, to modern architecture with it, decoupled front end and all these different APIs and services. There’s also a lot of opportunity for founders to, to build new, interesting, newer, interesting pieces that, that fits into that developer workflow. And I’m always happy to. To, to, to spend time with founders in that space that are building something new or interesting. So it feel free to reach out or Twitter or email or the like,

Michaela: [00:50:36] wow. That sounds really nice. Cool. Thank you so much, Matt. For, for being on my show. It was really a pleasure.

Matt: [00:50:43] Thank you for having me. Bye.

 

 

Using Entrepreneurship 101 to Build a New Profitable Business

In this episode, I talk to Karls Hughes. Karl is a software engineer who turned into an entrepreneur in the midst of the pandemic last year. His start-up draft.dev creates content that reaches software engineers – which means he combined his two passions, development and content creation.

We talk about:

  • his transition from developer to CTO, and then to the business owner,
  • value-based pricing and how to focus on the customer segment that gets the most value out of your product,
  • how to scale as a bootstrapped business,
  •  why blogging is such a career changer for developers.

Book your awesomecodereview.com workshop!

Subscribe on iTunes, Spotify, Google, Deezer, or via RSS.

Getting ready to build a billion-dollar business

In this episode, I talk to Max Stoiber. Max is a JavaScript Engineer that is in love with React and Node, and also a fellow Austrian. He has a track record in the open-source world, worked for Gatsby, and Github, and also is a successful entrepreneur. 

We talk about:

  • what he learned about software engineering best practices at GitHub,
  • why he started his newest side-project bedrock,
  • why building an indie or small lifestyle businesses is not his thing anymore,
  • and how he prepares to build a billion-dollar business.

Book your awesomecodereview.com workshop! Secure Code Review Workshops are coming soon too!

Subscribe on iTunes, Spotify, Google, Deezer, or via RSS.

Transcript: Getting ready for a billion-dollar business

[If you want, you can help make the transcript better, and improve the podcast’s accessibility via Github. I’m happy to lend a hand to help you get started with pull requests, and open source work.]

Michaela: [00:00:00] Hello and welcome to the software engineering unlocked podcast. I’m your host dr. mckayla and today I have the pleasure to talk to Max Stoiber.

But before I start, I wanted to update you a bit on what I’ve been up to lately. Over the last few months, I have been quite heads-down with some new exciting productivity research. Mainly investigating what makes developers happy, productive and successful. I’m planning on wrapping up this research soon, so I hope I can share more about the findings in near future.

Another thing I have been up to is preparing a secure code review workshop. I plan to release this worksop this fall. It will focus on secure coding practices, and shows you what to look out for when inspecting code for security vulnerabilities. If this sounds interesting to you, hope over to https://awesomecoderviews.com and either book a workshop or hop on my waiting list. But now, back to Max.

Max is not only a JavaScript engineer that is in love with reactive note, but also a fellow Austrian. He has a track record in the open source world and worked for Gatsby and get up. And he’s also a successful entrepreneur. Max built, for example, a community platform called spectrum. It became so successful. It was a quiet, but GitHub. And now he’s again, working on a new startup idea. So I’m super excited to talk with max about all of that. I’m super thrilled that he’s here. Welcome to the show,

Max: [00:00:39] max. I am super excited to be here as well. I’m a big fan. We’ve obviously spoken before. I’m really happy that I get to be here too. Yeah, I’m

Michaela: [00:00:47] really, really excited. Thank you so much for joining. So I want to start with something that I wanted to ask you a couple of times already, and that is you build this really amazing community platform spectrum. And I recently looked on their website and I see that I’m in the forums. There are several forums where people in communities where people are talking with each other and it seems really lively. Like when I went there, they were like 50 people online in that community and 60 people in that community and so on. Right. So it really seems like a big success, but on the other hand, there is the announcement that. It will be read only, right. It will not survive for me. It looks like it’s shut down. Is that, is that true? And if it’s, so how do you feel about that?

Max: [00:01:33] It makes me very sad to be honest. Whenever I build a product that they’re sort of like my, my babies, right? I want them to be successful. I want them to succeed. I want people to like them. And the spectrum no longer existing or, or only existing in an archive format is, is quite sad, honestly. But at the same time, the spirit lives on in GitHub as gets up, discussions gets up originally bald spectrum with the intention to eventually shut down the platform itself, integrated into, gets up. And that’s what, that’s what they’ve done. And so that was part of the plan. And I’m, I’m happy that that plan is being followed so closely, but of course I would much rather spectrum stayed around and lived on as its own thing, but that’s not the way it’s going. And we’ve, we’ve actually, I talk, I’ve talked quite frequently to my other co-founders Mike’s, co-founders about doing the same thing again, because with the, with the benefit of hindsight, there’s so many things we would have done differently or we would like to do differently. We have so many ideas about how we could have built spectrum better, but of course it’s all just wishful thinking. We’re very unlikely that we’re going to do that, but it isn’t fun. A fun thing to dream about.

Michaela: [00:02:41] Yeah. I mean, community is such a interesting topic and I mean, it’s so powerful and it’s so important and communities are, I mean, people are here for communities, right. We need communities to strive. So I actually also playing a little bit with the idea of building some community, but I feel also very overwhelmed at the same time, how to do that. but it’s just a fascinating topic. Right. And just having people around and I mean, a community can be also like five people or, you know, two people, three, two people. Right. So spectrum is on the very other end, right. There are like hundreds of peoples or thousands of peoples. But so I think community is really important. So, but you were saying that when GitHub bought spectrum, you already knew that they are going to shut it down. So you, you knew that that could be one of the paths or this could be leading towards that shut down off the platform.

Max: [00:03:33] Yeah, absolutely. Spectrum itself, technically just wasn’t architected well enough to SU to sort of sustain get-ups load. And it was clear from the very beginning that it would be a lot more work to make spectrum work at Kitsap, stay at scale, rather than trying to rebuild the parts of spectrum that we liked within GitHub. And so very quickly, we just arrived at the conclusion that we’re going to have to shut spectrum down as a platform. Sort of build that integration and gets up completely from scratch and separately because GitHub has so much tooling internally. And that, that helps it handle the scale it’s at, right. We’re talking hundreds of millions of developers, which is very different from scale. That spectrum is that spectrum as a couple of hundreds of thousands monthly active users, which is a lot, but it’s not by far, not as much as schizopath. And so it was clear from the beginning that we would either need to rebuild spectrum. I mean, it was clear that we would have to rebuild spectrum. The question was rested. We rebuild it as spectrum, or do we rebuild it in GitHub? And since we were already rebuilding it, we might as well just rebuild and get up. And that’s what discussion came from eventually.

Michaela: [00:04:32] Which

Max: [00:04:32] again, makes me a little bit sad because I would like spectrum to still exist, but that’s the way it is. And discussions actually turned out really well. I’m really excited about it.

Michaela: [00:04:39] But so for our community, there are two parts to it, right? So there’s the tech around, it enables people to meet in an online space and talk and, you know, like, you know, write or have chat or whatnot. Right. So there’s the tech around, but then there are also the communities itself, which are really, really valuable, right? So that hundreds of people come together on that place, like type in that URL, for example, and then meet at that forum or, you know, that, that place, that community place. So is that my graded are people migrating or is that as easy? Because I feel like there might be people that say, well, I’m on spectrum. I’m going to this community on that. You’re out, but I’m actually not on GitHub in, you know, in that space, which I think, you know, on one hand it feels like, well, what’s the difference here, but I can imagine that it’s not that easy. Right? So there’s like the tech around the community, but then the real heart of the community is the people that choose to be there to go there every day and, you know, provide benefit or value to other members. How is that what, what, what do you think about that? Spectrum

Max: [00:05:43] was always mainly used by developers. A large percentage of our users already authenticated with Kitsap even before we were bought by Gates. And most of the communities were around open source projects, or we also had some design communities. Those are gonna have a harder time migrating somewhere else. But most of them were open source communities, definitely the most active ones. And so I think those will migrate just fine. I think get up discussions is a great fit for that since it is based on a repository and GitHub and open source projects are just repositories, don’t get up. Right. And so having that community right there will actually be huge for the vibrancy for those communities and enable a lot more open source projects to build communities around their projects. I actually think that part of our fundamental assumptions about spectrum were, or parts of our fundamental assumptions were incorrect. We wanted to build a space where large communities do the order of magnitude of tens of thousands of people could communicate and connect with each other. But actually that doesn’t work super well. When you have 10,000 people in a community, you don’t really feel connected to any person anymore, right? Connection happens at much smaller, much, much smaller scales. And which you can see by the sort of prevalence of group chats now, right? Like you have telegram, you’re signaling for WhatsApp and within those chat messaging platforms, everybody’s a part of 20 groups, right? And you feel connected to each and every single one of those groups, but they’re much smaller in scope. They’re much more specific which allows much more of a community feel to build much more of a sense of community, much more of a connection to build. And so I think actually there is probably a way where you can scale that sense of community up to a larger scale, that you can definitely have a community of thousands of people I think that’s possible. But there has to be much more of a mechanism of sub groups within that. Right. I don’t know exactly what that’s going to look like. Somebody who’s going to figure this out eventually. But if you think about, for example, football fans, right? If you look at Liverpool, they have a. Fan base of, I don’t know how many hundreds of millions probably. Right. And they’re spread all around the world, but within that massive group of fans within that massive community, there’s these tiny subgroups of the fan club in Vienna, the fan club in Istanbul, the fan club in wherever. Right. And then even within that, there could be even smaller subgroups. Right. You could have your friend group of the fan, a fan group of Vienna, right. And so then that’s the 10 to 20 people you feel directly connected to, but yet you’re still part of this bigger community. And so in real life, it kind of already works that way. The online platforms just haven’t really been able to mirror that real, real life engagement. I would say if that makes any sense. I don’t think any online community necessarily has figured out how to represent both the large groups as well as the small groups. I think actually the one that’s the very closest is Facebook groups. I actually think Facebook groups for what it’s, I mean, it’s on Facebook, which kind of limits its usefulness, but actually Facebook groups works really well. And a lot of people are in very many different groups and sort of feel connected to many different communities through Facebook, which is very fascinating. But other than that, no, one’s really figured out how to make the, how to scale online communities beyond a couple of hundred members of most.

Michaela: [00:08:40] Yeah. And so when you build spectrum, was it mainly about the task and then you were all thinking of, you know, how many people do you want to allow in a student. Group and what interactions you’re facilitating and all of that. But did you also see the community itself? So how did you get the first people using your product? What were some of the strategies that you had there? Spectrum came to

Max: [00:09:03] be because my two co-founders Brian Levin and Bryn Jackson have a podcast called design details and they actually started a podcast network around that podcast that at the end, I think contained eight or nine podcasts. And it was all design and development focused podcast. And they created a Slack community for this network and where they want it to connect to all of the listeners together. They wanted to answer questions that they want people to chat with each other, basically build a community around that network. And eventually that’s like group that Slack workspace grew to eight or 9,000 members. And then Slack came to them and said, Hey, it’s really cool what you’re doing here, but either pay us or go leave somewhere else. And I think it’s Slack costs $5 per member. So they were looking at a bill of $45,000 a month for a free community that they were running, which is obviously not something they can pay. And so they looked around and they didn’t find anything that would sort of. That fit their niche, right? They, they wanted the community to Republic. They want people to be able to read the content, even when they’re not a member, but also they wanted it to be real time chats. They wanted it to be, to feel like the multiple people were there and talking at the same time with each other. And so they started building spectrum just for their own podcast network, which is where the name actually comes from because their podcast network was called spec FM. And so spectrum was sort of perspective and community platform. And interestingly enough, they had a problem. They, they were using one of my open source projects, style components, and they reached out to me from via Twitter because they were having an issue with it. They found the bug and I knew of Brian Levin and Bryn Jackson, but I’d never met them in person. I talked to them before. So I, I was a big fan of their podcasts and their work. And so I said, look, you have a problem. Don’t worry. Just give me access to the repo. And I’ll, I’ll take a look and fix it. And they gave me access to the spectrum reap, and I looked at it and I told them, Hey, I need this. Like, this is the platform I need for my open source projects. Right. I’d been building communities around my open-source projects for a lot, for awhile, but none of the platforms for that were very nice, like get like basically there was, gets her or gets up issues, but get the issues there for problems. And it gets, there was just one massive chat room, which doesn’t scale beyond 10 members. And so I said, look, forget about whatever I’m working on. I want to work on this and I want to make it more general. And so that’s where spectrum was born. And that’s also how we seeded it. We built the initial version and then immediately onboard at the eight or 9,000 members at a time of spec of him onto the platform, and immediately had that first community there, which was huge for us because that kicked up the flywheel of people joining over time. Because those people in those old spectrums, awesome. I’m going to create my own community there. Right. And invite my own people there. And so that’s sort of how it started growing and that’s why it really grew in the design and the tech communities. And why there was so many open source projects using. Yeah.

Michaela: [00:11:39] Very, very cool. And so spectrum itself, is it open

Max: [00:11:42] source? Yes. Then we asked her about a year of working on it, but we open source the entire copays. If he goes to getup.com/with spectrum you can look at it. It’s, it’s one big Monterey pro basically that contains all of our servers, all of our clients, everything we ever built. It’s all completely open source. It’s terrible code, please. Don’t look at it too, too closely. I love product what we did cause we did a lot of shipping and not a lot of cleaning up, but it works and it’s open social people to look at. It’s a, it’s quite funny because I think spectrum is quite a messy copays personally. Like it’s not, it’s not the nicest code I’ve ever written. I didn’t have as much experience then as I do now. And, and also we were just trying to ship as much as possible. I’m trying to figure out, trying to find product market fit and then eventually the business market fit And it’s funny because sometimes I see tweets of people saying, Oh, if you want to see a really well architect, the copays, go look at spectrum. And every single time I see that I like please, please. Don’t like, that’s not, it’s not that well, I can think of, it’s kind of a pain to work with. I don’t know. Yeah,

Michaela: [00:12:37] I know you cannot respond to every tweet like that. Like

Max: [00:12:41] exactly. Yeah. I can’t really be like, ah, hello. Yeah, please. Don’t look at my work. It’s really bad. That’s not a good idea. I can’t really do that. But it is, it was very interesting. I do think spectrum helped a lot of people think about how they build apps, right. And it has a lot of people to learn and it was quite fascinating to open source it and see how many people actually cared. Because there is so few food products out there that are open source, right? Usually when something’s open source is either a toy product, the toy project that somebody builds, or it’s a library that’s very encapsulated, very small, but very few people open source, entire apps, right. Century being one of the many, many exceptions and one of the most famous ones or ghost, for example, but there’s only like a handful of those. And so adding to that list was quite interesting how much people responded to that and how much they liked it.

Michaela: [00:13:27] Yeah, because I mean, I think so I’m a, for example, I’m learning Peyton things two years now. And I’m also a little bit struggling with, how should I actually go about learning Peyton. Right. And that, that has to do that while I’m not employed as a heightened developer right now. Right. Which also limits, you know, the. The amount that I can actually spend on it or that I spend on it. It also means that I don’t have like a network of people around me that I can learn from, right. Like code reviews that you have. If I would be a Putin developer right now, I would have like my colleagues also writing Python code and I can learn from them. Right. And so open source is definitely something that I’m also sometimes doing. Right. I go and look at Ida patent application to just understand, you know, how ID architecting something, because these are the questions that I still have. Right. I don’t have the question on which type to use or how to do it area or how to do a list, sorta whatnot. Right. So I know those things already from my other programming adventures that I did, but I’m more interested in, Oh, I’m coming from the job are object oriented C-sharp world. Right. So how do you do that in Piketon and, and how would you, you know, structured applications and open source is something that sometimes helps me, but it’s very hard to find like either like a good application again, because sometimes you find application and I’m looking at it. And even though I don’t feel like I’m the expert for piping, I can say, Oh, I shouldn’t call it. What’s going on here. Right. And then it’s big enough that it’s interesting to look at and has, you know, good quality and you can learn something from it. I think it’s very, very valuable. I can totally see how people are. Yeah. Interested in, in doing that and learning more about it. So, but now you, you build spectrum and then it was actually acquired by GitHub. Right. And so you’d done because it was acquired, you worked at guitar building, you know, GitHub or spectrum into get-ups right. And get into YouTube. How did their view changed on software engineering practices on good code? Did you experience something like that that suddenly you were in a team and they are all, you know, like working together and you can learn you know, you can improve your skillset, sat there with, with the input of your peers or how, how was that for you?

Max: [00:15:36] Because we very quickly realized that spectrum just wasn’t built well enough to run a Kitsap scale. It was very fascinating to learn how Kitsap scaled itself, because obviously when they started building gets up 10 years ago or however long that was, they also didn’t build it to handle the amount of traffic that it has now, because GitHub is massive. It’s one of the, I think, 10 biggest websites on the planet, maybe 15 biggest websites on the planet. It’s, it’s massive. It, it gets absurdly much traffic. And so it was very fascinating to be at Kitsap and to see How careful they are about the code they write and how many conventions and constraints they built into their systems, particularly for the developers. So that any code that that is that is written is good enough to run at that scale because most people have never worked at that scale before, unless you’ve worked at Kitsap before, or one of the other 15 companies, that’s this big, you have no idea how to work with that scale. Right? And so a lot of the work that many teams that get to did was building tools for other developers that gets hub to guide them towards success and to avoid expensive database queries, to detect them, to warn people when they were writing them, stuff like that, where they built a lot of internal tooling to make sure that they could run at scale and that they could continue scaling into the future. And I actually think a lot of what I, what I learned there was how important constraints are with programming. You have all the options, you have all the possibilities, you can do whatever you want, but a lot of what it means to be a senior or an experienced developer is knowing which 90% of those options are actually trash. And you probably shouldn’t do them because you’re going to run into problems. Right? A lot of the choices that experience developers make are based on experience and I’m talking to other experience developers and they avoid future problems, right. By, by making good decisions. Now you avoid a lot of future problems and sort of. Avoid running into troubles down the line. And that’s something I’d never done before with spectrum. And so with spectrum, we actually had a lot of scaling problems when there’s this sort of rule of thumb that started people say where every single time you get a new order of magnitude of users, you run into new scaling problems. And for us, it happened like that, like clockwork. When we ran from zero to a thousand users at the, when we onboarded our first community, we immediately hit scaling issues. We immediately had to move away from Firebase, build our own backend because Firebase was couldn’t sustain the load anymore. Then when we went from 1000 to 10,000 people, we hit the next set of scaling problems. As soon as basically as soon as the 10,000 persons joined almost to the day we started having server issues. And so we had to resolve those, then everything went fine. We’re going, we doubled, we tripled, we quadrupled. We went from 10,000 to 9,000 people. No problem. And then as soon as we hit the a hundred thousand monthly active users, the next set up problems, they didn’t get in with them releasing our server. Our servers were crashing constantly. And it was very fascinating how these, this sort of order of magnitude step change of traffic really impacted our stability. And so get ups really focused on making sure no one that gets up some writes code that doesn’t run it, their order of line of traffic, that no one, there can even commit something to the code base, no matter how inexperienced they are or how much they fork rails, for example, that could break their systems. And then when something breaks, they have a lot of infrastructure, of course, around that, to monitor, to fix those issues, to roll back deploys so that when problems do arise, they don’t impact many users. And it was fascinating to see that and to see how many constraints. They put on people, but they were very productive constraints as a developer. They made me free to build the stuff that I wanted to build without having to worry about scaling, because I knew if I did something that was bad, there would be an Arizona. Right. See, I would throw an error. There would be a winter error. There will be a test error, right. Like somewhere, somebody somewhere would catch my stupidity and tell me to do it differently. And so that was actually really fascinating. And they learned a lot about scaling engineering and then organizations there.

Michaela: [00:19:31] Yeah. And so it seems that this is also very specific. So some of the engineering practices, some of the tools, some of the processes are really made for the scale there. But now if you’re going back and I know you’re now building a new startup, so what do you take away from that? What do you say? Well, you know, this is overkill not needed for me right now in my next startup. Right. And what are some of the, the, the practices the knowledge that you acquired your thing? Well, I’m going to build that in from the start and get go, because I don’t want to run into issues. Long-term with maintainability, readability of the code base, many things.

Max: [00:20:08] We, we made many, many mistakes, or I should say I made many of those mistakes as the main technical person, that spectrum, I made many tech choices, mistakes. And one of the main things I really learned is that. Using technology that’s widely used is a very good idea. There’s a reason people use Maya’s quail or now Postgres, right? It’s because those two databases, they run and they keep running no matter what scaling crap, right? Like it’s a famously uses my SQL and is the 15th biggest website on the planet. And I think they’re now starting to hit the limits of that. And they’re starting to have to really work around a lot of these problems. But they managed to become the 15th biggest website on the planet with my SQL. So why would you use anything else? And I’ll be like, there’s no reason to choose anything that is less battle-tested because, you know, if, because if you end up being the 15th biggest website on the planet, you can fix my SQL. If you don’t end up being the 15th biggest website on the planet, it doesn’t matter. Right. It it’ll still work. And at spectrum we chose a database that was a lot less populated. What’s called rethink to be the company behind a shutdown because they weren’t financially successful. And the database system just wasn’t as well built as my, as going reading be. And we ran into a lot of scaling troubles because of our database choice or because of the database choice I made. And so I learned to rely on battle, test that technology, even if it’s under equals boring, even if it’s something that a lot of people use, that’s a good thing, because that means it’ll scale with you. And if you have a problem, you can Google it right with rethink to be almost nobody used it. And so when we ran into problems with our careers, when we ran into problems with the database engine, we Googled them and we found nothing. There were, there was no information, which is very different if you’re using MySQL or Postgres, if you Google any problem, I guarantee you you’ll find 10 pages of Google results with people explaining different solutions to the problem, how they approached it, how they fixed it, how it held up over time, right. And that that sort of Corpus of knowledge and that Corpus of experience is incredibly valuable when evaluating technology choices. That’s really one of the main things I learned, which is obvious in hindsight and is, it’s a common thing to say. Don’t use boring technology, use things that are proven to scale. But it’s really hard to keep that in mind when you’re using technology, because you will, you’ll see something that’s fancy and new and you’re going to want to use it. And it’s, it’s cool and everybody’s using it. And you feel like everybody in Twitter is talking about it, but if nobody’s used it at scale before, you’ve no idea if it works out right. And you can only, I think there’s often these tools have upsides, but the trade off of the missing community, the missing usage, the missing scalability, isn’t worth, there’s some tools where that isn’t the case. So I would still evaluate that sort of as a trader. Right. Does this tool make me so much more productive that I can handle production problems? Is it, is it production critical at all? So there’s like, there’s, you have to think about that, but always err, on the side of choosing boring technology, that’s proven to scale.

Michaela: [00:22:52] Yeah, I think that’s a, that’s such a good advice. And I also ran into dad when I was I was choosing which, you know, static site generator to use. And like, they’re, they’re the ones that, you know, right. Like Gatsby or Jacquelyn, I think like this. And then there are a lot of others, like tiny ones. And I was like, Oh, this is one that nobody knows over there seems really promising and interesting and you know, like shine in you. And I think it was also curiosity. Right? I think that a lot of engineers are very curious. I am curious. So I went with that one. But what I forgot to calculate is how much time I’m actually spending, building my website with that acquiring knowledge, then knowing how to use that thing, but also at the same time, learning that there is not enough support information around to, to get me out of errors that I run into, or maybe it’s even, you know, like the thing itself it’s broken. Right. And it also reminds me of, I actually tweeted, I think recently about this where some tools make me cry. And it was like when we, when I was at Microsoft and I had to use some internal tooling, that was really new and we just build it until we were doc fooding it. And we were forced sort of like to use that new thing, which is it’s a good thing. Right. But on the other hand, I couldn’t just go and search for the problems that I run into because it wasn’t even existing outside. And so internally people were building it, they weren’t really like, you know, supporting others or writing blog posts. So it was really a bad experience and something that made me think a lot about so important that if you’re stuck, that you can find information that gets you out of this, that gets you unstuck, it gets you out of this, you know, stuck situation and maturity of software projects and community and livelihood. Right. It’s definitely something that’s, that’s important here.

Max: [00:24:43] Absolutely. I think this is. Even more critical in areas where you don’t have a lot of experience that the less, you know, about a problem, the more you shouldn’t rely on boring existing solutions. I know nothing about databases, so I should probably use my SQL and Postgres because I know that those are gonna work. And any problem I have, I can find a solution for, I know a lot about react. And so I can, I know I can, for example, use Preact instead of react, because I understand very deeply how react and Preact work and I can debug my own problems. Right. And so a lot of this also has to do, like you said, with familiarity, right? If I’m familiar with, with a certain problem space, if I’m familiar with the tools within the problem space, I have a lot more leeway to use cutting-edge solutions. If I’m in a problem space where I have a NOAA experience where I don’t know how anything works, if that doesn’t make sense to be on the cutting edge, because I’m not gonna be able to resolve my own problems. And so I think, like I said, that that really ties into it, that sort of familiarity that understanding of the ecosystem is really critical. If you’re using something on the cutting edge.

Michaela: [00:25:39] Yeah. Yeah, definitely. And so maybe, I mean, what me too is very often startup founders, especially ones that are new and maybe they don’t even have a tech background. Right. They’re like what tech stack should I use? Grade one? What what languages and so on, should I build up? And most of the time the answer is, well, the ones that you’re mostly familiar with, right? So if you are a Python developer, probably just stick with Python. If you’re a Perl developer, maybe it makes sense, you know, to update your texts. Most of the time you’re like, Peyton is just fine or Ruby is just fine. Right? You don’t have to have, like, you don’t have to learn JavaScript and react if that’s not where you’re coming from. But so now for your new startup, I want to talk a little bit about the app. So you’re going to do something new. How are you going to, you know, how are you going to come up with the idea? And maybe with ties in a little bit here, it’s like bedrock. So recently you released a new product called bedrock and that’s like everything you need to know or everything you need to have to build SAS apps. Right. So it would be authentication. It would be emailing a little bit community subscription payments and all of that. Right? So sort of the pilot plate code of SAS applications that people can use. And when I saw it, I mean, it, it got really viral on Twitter. So people were really like, very happy to get that. And and I think it’s one of those problems that you see people running into. And so how was that for you? I mean, it looked like super popular. Was it also from the sales perspective, was it as successful as you hoped and, and will the next product that you’re working on being that space or will you go somewhere completely Allison? How are you going to, to tackle the next problem? How did you come up with this idea?

Max: [00:27:27] Sure. So I’ll start from the beginning. I I’ve spent the past, basically all of my career building JavaScript tooling. I’m sort of, I would say mainly well known for making a bunch of open-source projects, like react polo plate and style components that are cutting edge, new ways of doing things right. And I have a very deep understanding of react and JavaScript tooling and to have a good overview of the ecosystem. And I know how things work at a very deep level. And particularly at Gatsby now over the past year, I really dove deep into that because Gatsby basically is just a bunch of open source 20 combined in a very nice way. And what I realized was that I kept building SAS products on the sides, but I kept doing the same setup every single time. And every single time, it kind of sucked. Like I have enough experience to know, like I said, to avoid 90% of the bad choices, but in the JavaScript ecosystem, it can sometimes feel like 99% of the choices are bad. And you have to just make that 1% of choices to make all of the tools that you use work really well together. And making all those choices right, is really, really, really difficult and takes a very long time. When I set up my last, my last sort of SAS product feedback Fisher, I probably spent at least a week just setting up the boilerplate code, right. Just setting up TypeScript, prettier easily in payments, authentication database, a GraphQL API, graphical client, all of those stuff, all of that stuff. So that it works well together and sort of is easily usable. And doesn’t just break down after a while. It’s actually really difficult. And even after a week, I wasn’t happy with where I was at, but we just kind of have to build our product at that point. Right. Like you can only spend so much time setting up. And so after that, I actually took what I had after a week. And I said, okay, I’m going to sit down and I’m going to make this as nice as possible. And I spent at least three weeks of evenings and weekends just building Building a boilerplate really like I just plugged together glucose, right? Like it’s basically a bunch of configuration and glucose so that everything just works really well together. And now it’s at a point where, for example, if you change, if you add a required field in the database, your seat data for your end-to-end test is going to throw an error that, that the required field doesn’t exist. And the entire thing from tobacco just works really well together from testing over client, over backend, over everything you need just works really, really well together. And I had that, I had that boiler plate and I was like, well, this is kind of nice. Like, this actually feels really fantastic to work with just yesterday. I set up a new version of change feed one of my SAS apps. Cause we were we, we kind of need to rebuild it because it takes stack. Isn’t very nice that we chose there and slowing us down a lot. And so I basically rebuild all of the core functionality in an hour. Right. I took bedrock. I added a bunch of stuff to the API. I added some fields to the client and it’s ugly as hell. Like the client, doesn’t it it’s completely front-end list. So the client looks likely to sell, but everything works. And that only took me an hour. And of course there’s a lot of stuff to make it production ready into, add to make the build the client of course, make everything nice at onboarding, whatever, but it works right. And it has everything I sort of need. And so long story short, that’s why I thought about selling it. Right. And I was like, well, if I think this is nice and it’s, if it took me, somebody who really understands this problem very deeply into really understands that ecosystem deeply. If it takes me four weeks to set up something that’s good, that that’s really good. And that, that that sort of saves people time and is better than what they could do themselves. Then maybe it’s we are selling that, that sort of knowledge and that experience to people as a boilerplate and people were kind of excited about it. Then I think by now I have about a hundred pre-orders somewhere in that order of magnitude, 105, I think, which is really exciting to see. It’s kind of funny. I, I honestly didn’t expect to get a hundred pre-orders because there, there isn’t even a demo on the landing page. It’s just a landing page to explain what I want to do. It doesn’t even show anything yet. And yet people, a hundred people pre-order, which tells me two things. One, the community really trusts me, which is fricking scary. Like that is very scary to, for me because now I have to deliver and I have to deliver something. That’s actually as good as I promised, which I think I can do, but it’s a lot of pressure. And then secondly, there’s a, there’s a need for this, right. People struggle with setting up JavaScript project very well. And they’re willing to pay for a solution to that problem. And so that’s exciting to see, I don’t think I’m going to make this, my next startup per se, but it’s a really nice product to work on. And it’s just something that I personally really care about and I really enjoy doing. And so it was just like a fun, fun project, if that makes sense. Yeah. When I

Michaela: [00:31:46] started tweet was like, wow, that’s such a great idea because I was exactly imagining something like this that you run into the problem over and over again, you have this expertise, you have the wig Dan sort of, right. So you’re there, there’s obviously more work that you probably could in now to make this even better than what we would do for yourself. But in general, there’s like this foundation. And I mean, especially if people want to start a SARS app or, you know, do their own startup, I hope that they’re smart enough to realize that, you know, I think right now you’re selling it for 150 or 149 bucks. And later it’s like 200. I mean that this is like a bargain, right? Because I mean, if I’m spending a month, I could do. And as you said, they probably spend two months. They could really think about their, their solution. They could talk to customers, they could, you know, find out which problems to solve instead of doing that work for you. So I think it’s really a fantastic idea to, to go that route and do that. And it’s also great to see that people are backing you up. I think, I mean, obviously it’s frightening, right? If you have like, you have a platform, you have like a community around, but it also see you also, I think it’s also really beautiful to see that. They are people who care about what you’re doing and who trust, you know, you and I experienced you as a very authentic, very honest person. Right. So it’s not like, Oh, I’m doing everything that I do is really cool, but like, Oh, I’m making mistakes, but I’m learning from it and I’m sharing it here. Right. And so I think this is definitely something that people can, they realize, and, and this is why they are there right beside you. Right. And so but now we’re coming, you said, this is probably not what you’re going to do for your, for your new startup. So how, how is that? No, dis tricky, first part, like we have this idea, you want to do something and now you have to start in one direction. Right. And so how are you going to tackle that problem? And, and yeah. How do you think that you can set yourself up for success in the right direction? I think,

Max: [00:33:48] Multiple, multiple things. One is being very clear about what I want to accomplish. I want to build a billion dollar startup in my life. That is sort of the thing I want to try next. I’m not right now. I don’t want to build a, a indie hacker business. Right. I don’t want to build something on my own and I I’m perfectly happy to do that. Right. But right now at the life stage, I’m at, I don’t have kids. I’m relatively young, still. I don’t have a lot of commitments. I have the opportunity to try and really build something that changes the world. And so I want to try doing that. And that immediately already tells you a lot about the problems I can tackle, right? There’s problems I can tackle with that, that are big enough. Like the, basically the promise has to be big enough to eventually be worth a billion dollars. Right. They have to be really big problems. If you’re solving something that’s a small problem. It’s never going to be a billion dollar startup. It might be a nice indie hacker product business, but it’s never going to be a billion dollar startup. And so I know that that already deletes 80% of the ideas I have probably if not even 90%. And then the other, the other fundamental assumption, or, or axial I have is that I want to build something that I use, that I need myself. And that doesn’t necessarily mean a problem that I have myself right now, but something that we’re, if it exists, I’m an, I’m a user. Right. And I can think about what I needed and talk to my customers and figure out what they need and sort of reconcile that with my own needs, for the product. I don’t, I’m not very good at building stuff for other people. I would say, like, I, I’m fine at doing that, but I’m much better and much more motivated if it’s something that I want to use myself and that I want to make better for myself, where I see, ah, This part of the app kind of sucks, right? Like I want to fix this NAF part because it’s really confusing. Right. And no one needs to tell me that. I just feel it because I use the thing every single day. And so again, that restricts the problems based on a lot, right? There’s only so many things I know so many problems I care about. And so immediately that restricts the problems I can tackle a lot. And where exactly that Venn diagram of big problems that I have sort of overlaps. And then ideally that the other part of this is that I want to solve something that businesses are willing to pay for it because we spectrum, we had, we built a product that many people found valuable in that many communities found valuable, but we never managed to get anyone to pay for it. We never made any money. And so that’s why eventually we just had to sell because we ran out of money and our server costs were exploding, but we didn’t, we that doesn’t correlate to an increase in income. And so now I want to build something that businesses are actually willing to pay for it that solves a problem for them that they’re willing to pay for. And so again, that restricts the progress based on even more. Right. And so the more of these sort of axioms, I add the more of these properties I want to have in my idea, or in the problem that I want to solve really that the smaller, the space of possible problems kits. And I have no idea what I’m going to build. I have a couple ideas that that I want to maybe explore. We’ll see. But right now I think. The main thing I’m doing is talking to people. Right. And I’m doing a lot of customer research. I’m talking to people I’m talking many to developers because I kind of want to build something for developers, not for again, I want to solve my problem. Right. And so talking to a lot of developers about what they struggled with day to day, what their work life looks like and thinking about how one could make that easier. And we’ll see where that leads. I have no idea. It’s very scary. It’s sort of a pretty scary time in my life right now because I have no idea what I’m going to do. But it’s fun. I’m looking forward to it. I’m looking forward to the challenge and I’m really excited to be back in sort of back in the trenches of trying to figure out how to leave my stamp on the world, if that makes any sense. Yeah. Yeah.

Michaela: [00:37:19] It definitely makes sense. And I mean, I think we are in very different situations, as you said, right? You’re looking at your own situation, do you think? Well, right now I’m really free and I want to tackle this 1 billion thing. And for me it was more like, well, I’m completely not free. Sorry, I’m competing. I have my two kids and I want to spend a lot of time with them. But on the other hand, I want to go. And for me the thing, he was more, how can I use the time that I have right now to set myself up for success in two, three years, right? When my kids are a little bit more grown up. And I think that I’m getting closer and closer to that clip where I feel like, well, maybe, you know, my time to build something really cool will start soon. And And so, yeah, I think this, this all, I, it really resonates with me, like thinking about, you know, what can I actually tackle? What do I want to do? Right. What is really my, my ambition to, to do here and then trying to figure out. But I still think that even if you take this Venn diagram, it’s a huge problem space still, right? So there are so many things that you could tackle. And so if you do something like, do you try to get now this idea by talking to people, or are you going to build a little bit and testing the waters? So, so what will be the next steps to really understand if there is there’s a market for it? Or, or do you say, well, I’m completely committed. This is the idea I’m completely committed. I’m going to build it. I give it a year. Or is it like tiny bats that you do? Like, Oh this week I’m trying out, you know, I’m sending a tweet and see if people respond or I’m building like this little email list about something. How do you, how do you see that? I do all of

Max: [00:38:57] those things. It sort of depends on how serious I am about an idea and how much I believe in it, myself. Right. There’s thanks to my audience. There’s a lot of things I can validate just by tweeting. Like you said, particularly if I’m building something for developers, I can tweet, does anyone else else have this problem? And then I will feel the resonance or not. Right. Maybe nobody will respond or maybe a thousand people respond. Right. And sort of in that spectrum, I can tell how much that problem resonates with people. And then I can think about how would I approach solving that? There’s a, there’s a little validation that happens that way. And then the other thing is that I. Just ping friends and colleagues that I’ve worked with before or people that I know are using certain technologies. And I talk to them about how they’re using them and what they’re struggling with. And usually I go into those calls with some sort of hypothesis, right. I think maybe there’s this problem that maybe I could solve this way. Let’s see if they have the problem. And if you ask people straight up, do you have this problem? Would you pay for a solution if they’re friends of yours? They’re probably just going to say yes. Right. Because they’re friends of yours. They’re like, they’re probably not going to pay for it, but they’re still going to say yes. And so I actually go into those conversations and don’t even talk about my idea of what I want to do. I asked them what their problems are and then I look and listen and see if they even think about that problem at all. Right. And if they sort of stumble upon it themselves, and if they, if they’re annoyed by it, if it’s grinds their dead, their gears, right. Like the sand in the gears that grinds and it’s been really fascinating. It’s helped me invalidate a lot of ideas and, and tell me that people probably wouldn’t really care about them. Which has been really fascinating to do. I learned that from a great book called the mom test. I highly, yeah, I know that one.

Michaela: [00:40:22] Yeah. When you said that, I was thinking I should have mentioned it, but

Max: [00:40:29] it’s really well, it it’s helped me invalidate a lot of ideas. I have very, very quickly by just talking to someone for five minutes and being like, Hey, you know, what are your problems? What are you struggling with right now? What do you care about? And that very simple approach would be to the tests. We do daycare about your. Problem. And then could your solution solve that problem or not? And it also helps us cover other problems, right? Like I’ve discovered other problems that people have. And now I’ve talked to, I don’t know, 10 to 20 people and I’m starting to see patterns. Right. I’m starting to see, Oh yeah. A lot of people care about this one problem. I wonder if we could maybe solve something there, maybe there’s a solution for that. Right. And so that, that process is very, it’s very fun right now.

Michaela: [00:41:02] Yeah. That’s so smart. It’s so smart because it’s not like just, Oh, I’m going to build this and then you build it. Right. And you’re spending so much time doing it. Then I think it felt, feels maybe a little bit slow. And because you’re not really building something, which I think everybody wants to fill it, rightly we want to do, and we want to make progress. And if you just, just talk to people, it doesn’t feel like progress. It feels like, Oh, I’m still, you know, even before my idea phase, but this can pay off. So I mean, tremendously, if you’re studying and you’re going the wrong direction, I actually tweeted recently about that the tiny steps actually bring you the big success and, and, and do you have to be in the right direction? And this is also what I, I try to be very patient with myself thinking, well, you know, my steps are tiny right now, but as long as they are going in the right direction that I want to go and, you know, have a go completely straight. Right. So you, you learn and you bounce back and you think well, but if you’re open enough to see, well, this is the wrong direction. Now I have to go the other way around. And you know, even six sucking your way to success. I think this is so important and I see that. Yeah. I think you will be very successful. I can can see that. And so I’m definitely going to invite you again. Yeah. In, in a couple of years, right? I know we talk about like how it went

Max: [00:42:19] there. Yeah. We should

Michaela: [00:42:22] do that. Like we do that like in a year, maybe we do it, like go on a journey. Right. So in a year we talk again and then in a year we talk again and look how it goes.

Max: [00:42:34] Exactly. Yeah. I do think one of the things you, you said is really important is, is realizing when you’re doing something that’s wrong when you’re building a company or when you’re building a product, you’re so enamored with that product that you forget to think about. Am I even building the right thing in general? Right? You’re so in the deep, in the specifics you’re showing, Oh, which button do we put? Where, what feature do we build next? What features should we not build? What is more important? What do our users care about? Then you stop to think about the higher level. Does it, is this even a problem we’re solving, right. Is this even something that people care about at all? Or should I do something else entirely? Right. And I see a lot of startup founders particularly end up with problems or solutions to problems that no one cares about. And they never stopped to sort of reflect on, am I even working on the right. Thing right now, like, am I even doing something that anyone’s going to care about? And there’s, there’s sort of different there’s different problems to solve, right? Some are more immediate, some are problems that are problems right now. And people try to solve them right now. And then you very quickly learn whether it’s something that people very much care about or don’t care about whether you have product market fit or you don’t, if you sort of want to talk in the startup lingo. But then there’s sometimes there’s founders that are working on stuff that is way in the future, right. They have an idea of how the world should look like in 10 years and they want to help people get there. And that is really, really hard because at that point right now, no, one’s going to care, but maybe in 10 years, people care and you have to have a lot of conviction to sort of stay on your path, stick true to your values and goal the 10 years to see if that’s actually the future. That’s something I’m way too scared to do, right? Like I, I don’t have time to wait 10 years. I only have very limited time on this earth. And I know a lot of funders that are doing that and I respect the hell out of it. Right. But I’m, I’m way too scared of that. I would much rather solve an immediate problem right now where I know that people care about it rather than trying to do something so big. And so future that it would take decades to realize. Does that make sense?

Michaela: [00:44:38] Yeah, I think it’s, it’s painful. I mean, it’s painful to look at what you have invested in what you have spent your time on and to say. Honestly, I have to do something else here. Right. It’s it’s like I was standing, so I was, I was studying in London and then there was this really cool discotheque where you can go in the night. Right. I think it was called February or something like that. I forgot. And so we got a ticket there and we went there probably at, I don’t know, maybe it was like one in the morning or something or 12. And there was a line around like one of these huge buildings and we really wanted to go in, first of all, the ticket was expensive. Right. And say, if we wanted to see it and experience it. And so we stand in line and we stand in line for an hour and I say, you know, we didn’t even come, you know, like sit around. So what are we going to do? But then, because you’re already standing in our, like, it feels like, Oh, any minute, anyway, we stood actually three and a half hours and it wasn’t a morning when we could enter it. Right. And so it, and it was really this problem off, you know, like you’re standing already in line, so are you going away now? Or, and you leave all this waiting time for nothing. I was really horrible. And I think that this happens also to, to pounders. I mean, it, it also happens to me that you feel like, and, and it’s, it’s a blurry line. Like it’s, Oh, is there not traction because I’m doing it wrong? You know, is there not traction because I don’t have an audience yet? Or, you know, nobody goes to, I mean, there’s also build it and they will come if it’s not true. Right. So. It’s a little bit different, I think for especially people that don’t have like a platform and an audience yet to say, well, I’m tweeting about this amazing thing. And it could be that I am getting zero likes. So one like, and it doesn’t green really mean that, that what you’re building is not interesting. And so, you know, it’s not always easy to really understand is that the wrong direction or is it not? And then to be as honest to you and take this pain to say, well, I think it’s the wrong direction. Let’s do something else. Let’s start over. Yeah. So, so what I try to do is I try to have my, my activities always have one purpose that I know it will definitely work out. Right? So I’m doing this stuff and maybe the whole idea of turns out, but at least I know that whatever happens, there are three steps that are going into the right direction, right. Is it building an audience or, you know, building a community or learning something about the tech that I know I will use. Right. So I have, I have a couple of different goals around something where I say, well, maybe it doesn’t completely work out, but I can for sure say that those three checkpoints that are on my way to success, those three are going to work out. Right. I don’t know if that’s something, how you think about things, but this is, this is really my salt pattern pattern for everything I do. And very often it’s just learning right? Learning about. You know how to blog or how to do a podcast or, you know, something like this, which brings me to the right, you know, brings me closer to where I actually want to want to go. And then I know I have it. I have control over that.

Max: [00:47:49] Absolutely. That’s one of the big reasons I joined spectrum was because I said, there’s no downside, right? I get to work with two fantastic designers that I know online that are very famous for their great work. I get to watch them close and learn about design myself. I get to be a technical co-founder, even though I had no idea how to do that, I could learn how to do that through spectrum. And then you worst case scenario, if it doesn’t work out at all in one and a half, two years, I’ve made two new friends, at least if not many more and learned a ton about how to build a startup and what that even means. Right. And so really even if the product itself had gone in a completely mood, I knew there was no, like, I wouldn’t have any regrets about it, but I knew it could only work out and any success at the proton on top of that was just a bonus. Right. There’s the fact that we got acquired, but gets up is just a bonus, right? Like that’s sort of like that happened and it’s fantastic. And it was a great experience, but it’s not something that was required for it to be a success in my mind. Right. It was always already a success just by the fact of me doing it. And I, I think very much in the same way that you do where I sort of consider the, the whole, the, the implication of everything that I do on a sort of broader scale, right. It’s not just, I’m building a startup, is it going to be a success or not? And that sort of binary, the outcome is good or bad, but it’s. How much do I learn? Who do I get to know? What do I, what do I do? Do I enjoy my life? Do I have fun? Right? Like all these things can tie into it and can make something a success. Even if maybe directly it isn’t the success. If that makes any sense.

Michaela: [00:49:14] Yeah. That’s exactly how I approach things in life. So I think I’m fairly new. I’m happy that I got some confirmation bias here.

Max: [00:49:26] yeah, maybe. Yeah. I have no idea.

Michaela: [00:49:30] Yeah. We can see, maybe people can reply to this episode on Twitter and tell us if they are the same pattern.

Max: [00:49:37] I really curious if anybody else thinks that thinks that way. Yeah, absolutely. Please let us know. I’m I’m I’m super curious. I only start

Michaela: [00:49:43] things where I know it can, can only be a success and it can be a bigger success. Right. But it’s sort of the things that I’m doing are already success, right? Independent of how it turns out. I mean, yeah. So, well, I took already much more time than we actually that I actually set out to talk with you. So I already stolen a little bit of your day-to-day, so I I’m going to end it here, but we did promise that in a year I’m going to schedule again and then in a year we are going to talk again because I really enjoy it. I could talk on and on. And so I’m really curious where your journey goes and how, you know, how you think about the things that we talked about today in a year from now and 10 years from now. So thank you so much, max, for being on my show today, talking with me about all. All these really interesting topics and getting, picking your brain and getting a little bit an idea of how you approach things. I think this was so valuable, at least for me, I hope for my listeners as well.

Max: [00:50:39] Thank you for having me. I hope it was interesting were valuable or at least the pertaining, I hope it was at least entertaining. And I can’t wait to be back in a year and see, I, I honestly can’t wait to listen to myself. Talk about what I’ve just done for the past year. Cause I’m really curious to see where I live.

Michaela: [00:50:55] Cool. Yeah. Okay. So I will link everything in the show notes like bedrock and your Twitter profile. Is there something else that you think my listeners should know or, you know, they should check out that that’s important to you?

Max: [00:51:09] No, I think that’s it. If by then I’ll have a, start-up maybe link that to but I don’t know what that is yet. So cuddly can either yet.

Michaela: [00:51:18] Thank you so much for taking the time and enjoy your Sunday and talk to you in a year on this podcast again, hopefully. Yeah.

 

Episode 34: Vulnerability disclosure with Katie Moussouris

In this episode, I talk with Katie Moussouris, founder and CEO of Luta Security.  Luta Security specializes in helping businesses and governments work with hackers and security researchers to better defend themselves from digital attacks. Katie is also an expert when it comes to bug bounty programs and how to successfully prepare organizations to implement a vulnerability disclosure program.

We talk about:

  • vulnerability disclosure,
  • the security challenges faced by military and government organizations,
  • her entrepreneurial path,
  • how to establish yourself as a hacker or security expert,
  • and how to build security in your software development process. 
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Episode 32: Serverless is your competitive advantage

In this episode, I talk to Nader Dabit. Nader is a web and mobile developer, who specializes in building cross-platform and cloud-enabled applications. Right now, he works at Amazon Web Services, where he develops features in the client team and improves developer experience. Before, he founded his own training company, specializing in React Native, and trained engineers from organizations such as Microsoft, Amazon, the US Army, and many more.

We talk about:

  • how he managed to build a following on almost every popular social platform,
  • how he got started with his own training company focusing on React Native
  • what serverless means, and why you should care about it,
  • how to build an MVP using a serverless-first mindset,
  • and how frontend developers can leverage serverless technologies to become a full-stack developer.
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Episode 26: Software success through community building

In this episode, I talk to Chris Biscardi, an independent software consultant about how he became successful through open source and community building.

We talk about

  •  how he niched down to only work with open source companies
  • how he build the Party Corgi community by showing up and leading by example
  • and what he thinks it takes to start your own successful software business in 2020.
 

Links:

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Special Episode 25: From art school to Microsoft Research

In this episode, I talk to myself. Yeah, to celebrate the one year anniversary of the podcast, I tell you about my own journey into tech, and my experiences working at Microsoft and Microsoft Research. I share with you the turning points in my career and also how and why I started my own business.

I talk about:

  • how I got into tech without any previous computer knowledge, 
  • how my dream of becoming a researcher in the industry became true,
  • and why I transitioned to remote work.
  • Finally, I talk about starting my own business because of the need for more flexibility to combine family and work.
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Episode 21: Inside Doist – The Bootstrapped Market Leader

In this episode, I talk to  Amir Salihefendić, CEO and Founder of Doist,  the company behind the widely successful productivity app ToDoist. Amir shares with me his entrepreneurial journey and talks with me about the company and engineering values lived at Doist.

We talk about:

  • bootstrapping from idea to market leader, 
  • how asynchronous communication helps create better products,
  • why he believes in the vitality of recharging,
  • and how to get a job at the remote-first company Doist.
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