Search Results for: startup

The Placeless and the Privileged

I last read about the startup Roam, which caters to affluent digital nomads seeking a ready-made community whether they’re in London, Tokyo, or Miami, in Jessa Crispin’s Outline story from last summer. Based on her experiences in the company’s compound in Bali, she questioned the possibility of an authentic communal experience in a place that depended on the cheap cost of living and stark income gaps between Roam patrons and the local labor force.

In the New York Times Magazine, Kyle Chayka revisits Roam, this time in Miami, where he observes different nuances of satisfaction and alienation — from the real, if temporary connections that people seem to make during their stays, to the growing sense that this was more “immersive group therapy” than a travel experience. Some of the most interesting moments in Chayka’s piece, however, go beyond the (easily parodied) surface of the wealthy-tech-nomad lifestyle. He also examines the deeper forces that have made a concept like Roam not just attractive to a subset of (mostly young) professionals, but almost a logical, necessary outcome of the current economic moment. As Roam founder Bruno Haid tells it, the startup is “a means of letting human capital find the path of least resistance, wherever it may be.”

There is a vicious plausibility to Haid’s vision. The macroeconomic pressures he describes in the urbanized West — a lack of affordable housing and linear careers — are particularly tough on millennials, who are also, incidentally or not, a historically unattached generation, with low rates of marriage, homeownership and childbearing. If the usual trappings of adulthood don’t seem attainable, and a permanent sense of precariousness seems unavoidable, why not embrace impermanence instead? Already there are partial nomads all around you; you just might not think of them that way yet. There’s the writer who spends a few months of every year in Berlin, making up for diminishing freelance wages with cheap Neukölln rent; the curator bouncing between New York and Los Angeles; the artist jumping from Tokyo residency to Istanbul fellowship. In the competitive freelance economy, geographic mobility has become a superficial sign of both success and creative freedom: the ability to do anything, anywhere, at any time.

Those in less artsy careers who chase that same sort of freedom may find it illusory. The new technologies that have liberated us from place have also made employers more comfortable with remote workers, but only because we can be so easily monitored. Combine this interconnectivity with an increasing population of freelancers — over a third of the American work force makes money in the so-called gig economy — and you have the makings of a nomad boom. Haid estimates his target customer base to be around 1.2 million people who make over $80,000 a year and could live anywhere. Pieter Levels, creator of the social network Nomad List, believes there to be a nomad population in the high hundreds of thousands.

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Silicon Valley’s Spin Master

Jan Haas/picture-alliance/dpa/AP Images

From setting the talking points in interviews to addressing negative publicity before it leaks, an effective communications agent can help build a troubled brand and save a CEO. After doing her job in Silicon Valley for over two decades, Margit Wennmachers has helped companies like Skype, Etsy, Facebook, and Amazon shape their public identity.

For Wired, Jessi Hempel makes Wennmachers the focus of an article, instead of letting Wennmachers be the one behind the article, to describe how communications agencies shape our perception of startups and their founders, and how communications works. As tech’s old reputation changes from a group of nerdy outcasts to a greedy power center run by sexist, gentrifying capitalists, she’s now helping shape the narrative of tech itself. She’s angling for something driven by the old maxim that “with great power comes great responsibility.”

Controlling the message of tech has become both easier and harder. In the early days, Wennmachers needed to hustle to put the firm’s founders at the center of tech conversations, which often happened in the pages of a short list of reputable publications. Yes, Andreessen Horowitz had a blog, but its most powerful ideas were conveyed by the traditional press. Consider Andreessen’s iconic August 2011 missive announcing that “software is eating the world,” which became the rallying cry for the generation of tech startups that followed. It was first published as an op-ed in The Wall Street Journal.

That media ecosystem has now been upended and the path to success has changed. Wennmachers’ ability to push out a narrative no longer depends on having an editor’s ear. Andreessen Horowitz can advance its own editorial ideas through blog posts, podcasts, social media, and a newly launched YouTube channel independent of the media, connecting directly with people starting or building companies.

Its founders write frequent blog posts, and they have access to enough social channels that they no longer need a Wall Street Journal to push out their perspective. A former WIRED editor produces a regular podcast that is downloaded and listened to by a wide audience of aspiring founders, business people, policymakers, and tech enthusiasts. “The running joke of the firm is that we’re a media company that monetizes through venture capital,” Andreessen says. It’s a joke, but also an inevitable evolution of Wennmachers’ role—in which a communications lead begins to look much more like a media tycoon.

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Longreads Best of 2017: Science, Technology, and Business Writing

We asked writers and editors to choose some of their favorite stories of the year in various categories. Here is the best in science, tech, and business writing.

Deborah Blum
Director of the Knight Science Journalism program at MIT and author of The Poisoner’s Handbook

The Touch of Madness (David Dobbs, Pacific Standard)

A beautifully rendered exploration of the slow, relentless creep of schizophrenia into the life of a brilliant graduate student, her slow recognition of the fact, and the failure of her academic community to recognize the issue or to support her. Dobbs’ piece functions both as an inquiry into our faltering understanding of mental illness and our cultural failure to respond to it with integrity. It’s the kind of compassionate and morally-centered journalism we should all aspire to.


Elmo Keep
Australian writer and journalist living in Mexico, runner-up for the 2017 Bragg Prize for Science Writing

How Eclipse Chasers Are Putting a Small Kentucky Town on the Map (Lucas Reilly, Mental Floss)

Anyone willing to write about syzygy in the shadow of Annie Dillard’s classic 1982 essay “Total Eclipse” has balls for miles. Reilly’s decision to focus on the logistics faced by tiny towns preparing to be inundated by thousands of eclipse watchers was inspired. It brilliantly conveyed the shared enthusiasms that celestial events animate in us. Between these two essays, I’m convinced a total eclipse would be a psychic event so overwhelming I might not survive it. I’ve got 2037 in Antarctica on my bucket list — if it’s still there in twenty years.    Read more…

Fashion For Everyone, Where “Everyone” Means “Thin People”

Michael Preysma of Everlane speaks at TechCrunch Disrupt NY in 2013 . (Photo by Brian Ach/Getty Images for TechCrunch)

At Racked, Amanda Mull writes about “disruptive” fashion startups like Everlane and True & Co, who are creating stylish clothing that’s manufactured responsibly and priced (relatively) affordably. Except for fat women — despite being a massively underserved community from an apparel standpoint, few of these companies offer plus-size clothing, so it’s back to Lane Bryant for us. Why? Despite some impressive marketing-speak about research and scaling, it seems to come back to the standard stereotype: fat people are bad for branding.

Everlane did not make anyone available for an interview, but the company did send us the following statement: “The Everlane story is one that has been built slowly and carefully. Our customer understands that Everlane is a democratic and honest brand and we want to be inclusive of all people. Given that, it is on our roadmap to do plus-size, but we need to take the time to do it right. To do plus, it requires more than extended sizing. We need to launch plus as a separate brand with new fits, new models and new fabrics to ensure that the styles fit and look great. As we gain scale and get new customers, we will be able to focus our energy on launching this line.” The statement echoes a sentiment that I heard from every straight-size CEO I spoke with, even those who have begun to make their brands more inclusive: that plus-size people need to be patient while others solve the egregious problems of their bodies. Women over a certain size are always a burden, never a priority. They’re expected to wait while others are served first…

If you read the “about” pages on apparel startups’ websites, it’s clear most of them take care to envision their ideal consumers and what they value. The end result often paints a picture of a curious, engaged shopper who cares about manufacturing practices, material sourcing, and the social or political statement made by spending money with a particular company. A shopper who thinks about fit and is interested in how technology might solve the problems in their closet. None of the brands say it so bluntly, but the shopper they want is intelligent. In that context, it’s all the more jarring that so few entrepreneurs could conceive of a fat person who is also smart.

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Suburbanizing Survivalism

AP Photo/The Idaho Statesman, Katherine Jones

As the disaster preparedness phenomenon spreads from the rich and eccentric into mainstream America, survivalism is becoming big business. One leader in this sector is Wise Co., a manufacturer of shelf-stable food packed in Mylar pouches. In Bloomberg Businessweek, Amanda Little examines how Wise Co. CEO Aaron Jackson is steadily growing the business by targeting who he calls Mr. and Mrs. Smith in everyday America.

Rather than focusing on niche survivalists and evangelicals who believe in end times, Jackson is focusing on Target, Home Depot and Walmart, where survival foods are positioned as purchases just as practical as fire extinguishers and bottled water, and consumer habits are shaped by mounting global paranoia about natural disasters, terrorism and climate change. So far only 2% of Americans buy survival foods. He intends to change that. The whole approach seems a bit strange, though, since as a CEO who wants what he calls “stable customers” and “predictability,” his success has everything to do with global instability. Also, he doesn’t really believe the world will end, because if he did, why would he work so hard to make money he won’t be able to spend?

Then again, it’s the fear behind the idea that you should be prepared, just in case, that nags at you as a potential consumer. It can’t hurt, right? Because what if you’re wrong? Maybe it won’t matter. When the world has been devastated by warlords and ecological disaster, and you’re hiding in a bunker in the burned out woods, eating shelf-stable beef stroganoff mixed with radioactive rainwater, the flavor will probably make you feel like the rest of the world can’t end fast enough.

Jackson first connected with Wise in 2012, when a headhunter tried to recruit him from Post to run the fast-growing startup. He declined the offer, but commenced some research. “My aha! came in mid-2012 when I read that more than half of American homes have first-aid kits on hand, along with fire extinguishers and flashlights. I realized then they haven’t added the food component. I saw incredible growth potential.” When the headhunter extended the offer again a few months later, Jackson accepted the job of CEO and cautiously started to shift the marketing focus to his ideal customer, one who looks less like Ted Kaczynski and more like himself, his wife, who’s an attorney, and their two tweens: someone who isn’t entirely convinced that humanity is hurtling toward annihilation but who’s willing to stock the pantry with a Mylar-fortified food supply just in case. “This is the food equivalent of life insurance—staples that every American household in this age of uncertainty should have,” he says.

Jackson hired a young designer who’d been at the surf company Quiksilver to revamp the packaging. “We’d been selling our products in large, black plastic tubs. We needed something that doesn’t scream doomsday, so we moved to clean white boxes, contemporary fonts, high-quality food images—packaging that makes sense on a Target shelf,” Jackson says. As orders came in from big-box stores, he added a manufacturing facility a 15-minute drive from the office (production had previously been outsourced) that can produce 25 million pouches a year.

In the past four months, the spate of natural disasters combined with the specter of nuclear war with North Korea has pushed up Wise’s total sales 40 percent from the previous four-month period. Concerned suburbanites as well as disaster responders have contributed to the increase. The factory has made it possible for Jackson to meet both sudden surges and steady growth in demand. He ultimately managed to ship the 2 million servings to FEMA in a matter of weeks, with only a brief disruption to his regular customers’ supply.

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Unreal Estate: A Reading List About Our Shifting Vision of Home

Does anyone still remember Unhappy Hipsters, a Tumblr blog born in 2010, just months after the Great Recession officially ended? The concept was simple and irresistible. Each post contained a photo of a domestic interior from a Dwell-like magazine (or, just as often, from Dwell itself), and the photo had to include a person: a teenager lounging with a book on a nordic-looking wooden bed, a couple having a silent breakfast in a vast, concrete-floor kitchen. A caption accompanied each image, projecting a mix of smugness and existential angst onto the people occupying these impossibly streamlined spaces (“So focused on erecting a structure that would be impervious to atmospheric whims, he’d forgotten the obvious: an exit,” read a caption below an image of a man standing on a balcony of a glass-and-steel stilt house).

There’s nothing new about wanting to catch a glimpse of other people’s (nicer-than-yours) houses; what Unhappy Hipsters deftly added was an extra layer of vindictiveness to an otherwise common, aspirational voyeurism. Revisiting some of these old posts today, they feel at once naive and prophetic. In the intervening years, owning a house and designing one’s own space haven’t lost their allure as class markers and so-called #lifegoals. But they’ve also acquired a tinge of bitterness: you either can’t afford it (millennials, meet avocado toast!), can’t do it right (unlike everyone on Pinterest, Instagram, et al.), or risk trying too hard (at which point: surprise! You’re the Unhappy Hipster — in 2017, when both “unhappiness” and “hipsterism” have lost just about all meaning).

The way we organize and reshape our living quarters has always reflected, in some way, desires, hopes, and anxieties that transcended individuals. It was true when married couples started sharing the same bedroom and outhouses began to disappear in favor of indoor plumbing; it’s true today when we buy a vintage lamp or encounter a luxury bathroom almost the size of the bedroom it adjoins. Where does the current unease around the spaces we inhabit come from? What is unique about our attitude toward a supposedly universal concept like “home”? Here are four recent reads that try to address these questions.

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We’re All Mad Here: Weinstein, Women, and the Language of Lunacy

Illustration by Kjell Reigstad

Laurie Penny | Longreads | October 2017 | 13 minutes (3,709 words)

We’re through the looking glass now. As women all over the world come forward to talk about their experiences of sexual violence, all our old certainties about what was and was not normal are peeling away like dead skin.

It’s not just Hollywood and it’s not just Silicon Valley. It’s not just the White House or Fox News.

It’s everywhere.

It’s happening in the art world and in mainstream political parties. It’s happening in the London radical left and in the Bay Area burner community. It’s happening in academia and in the media and in the legal profession. I recently heard that it was happening in the goddamn Lindy Hop dance scene, which I didn’t even know was a thing. Men with influence and status who have spent years or decades treating their community like an all-you-can-grope sexual-harassment buffet are suddenly being presented with the bill. Names are being named. A lot of women have realized that they were never crazy, that even if they were crazy they were also right all along, and — how shall I put this? — they (we) are pissed.

“It’s like finding out aliens exist,” said a friend of mine last night. He was two gins in and trying to process why he never spoke up, over a twenty-year period, about a mutual friend who is facing public allegations of sexual violence. “Back in the day we’d all heard stories about it, but… well, the people telling them were all a bit crazy. You know, messed up. So nobody believed them.”

I took a sip of tea to calm down, and suggested that perhaps the reason these people were messed up — if they were messed up — was because they had been, you know, sexually assaulted. I reminded him that some of us had always known. I knew. But then, what did I know? I’m just some crazy girl.

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The Top 5 Longreads of the Week

(DEA Picture Library/ De Agostini / Getty Images)

This week, we’re sharing stories from David Dobbs, Rachel Aviv, Max Read, Holly George-Warren, and Bianca Bosker.

Sign up to receive this list free every Friday in your inbox. Read more…

‘This is the Most Inexplicable Story in Sports of the Last 20 Years’

(AP Photo/Marcio Jose Sanchez)

Matt Giles | Longreads | October 2017 | 7 minutes (1,769 words)

When Erik Malinowski was wrapping up the proposal for what would eventually become Betaball: How Silicon Valley and Science Built One of the Greatest Basketball Teams in Historyhe happened to spot the latest cover story for the New York Times Magazine and his heart nearly stopped. The feature, written by Bruce Schoenfeld in March 2016, detailed the rise of the Golden State Warriors through the guise of its front office and the team’s devotion to analytics and data, which sounded much like the book Malinowski was trying to pitch.

“I was gutted at first,” says Malinowski, a prolific freelance writer who also hosts one of the most insightful and interesting sports writing newsletters. “I thought [the New York Times Magazine] blew up my spot. The story’s framework was in parallel of what I was proposing with book.” But then he took a step back and realized there was so much more to the rise of the Warriors (which has won two of the last three NBA titles) than could be covered in just one magazine piece. It was proof of concept: “If the New York Times Magazine put a story on the Warriors on the cover, then this is a thing people want to read about.”

One year later, Malinowski’s book is a deep-dive into not only the fraught history of the Warriors’ franchise, a once proud team at the NBA’s founding that had been reduced to a bumbling and mismanaged group of castaways, but also a team that had essentially redefined the NBA. Sure, having a player like Steph Curry, a once-in-a-generation talent with endless range, helped fuel its rise, but Malinowski also details how the Warriors helped to drag basketball into the modern age—and, in the process, transformed into an annual title contender.

I recently spoke with Malinowski about the ordeals of writing his book, whether this type of embedded sports journalism is still possible, and why the Warriors represent not just a shift in playing style but also political and societal awareness. Read more…

The Vegan Mayo that Dare Not Speak its Name

Image: AP Photo/Jeff Chiu

Unlike a small appliance that squeezes juice out from a pouch or a vending machine that sells stuff (looking at you, Juicero and Bodega), vegan mayonnaise actually has a distinct value proposition, a quality that sets it apart from its yolk-rich, emulsified step-cousin. It’s odd, then, that a key moment in vegan-mayo startup Hampton Creek’s trajectory was to stop using “vegan” in describing their products. At The Atlantic, Bianca Bosker charts co-founder and CEO Josh Tetrick’s transition from outspoken animal-rights rabble-rouser to a Silicon Valley executive fluent in the complementary discourses of wellness, environmental consciousness, and instant gratification.

Though he said he still believes “every single word” of his past entreaties, Tetrick has largely sanitized his public remarks of references to animal abuse since finding that they fell flat with the broad group of retailers and shoppers he hopes to attract. He now hews closer to lines such as “We’ve made it really easy for good people to do the wrong things.” Though Tetrick has been a vegan for the past seven years, he discourages his marketing team from using the word vegan to describe Just products. The term, he says, evokes arrogance and wealth and suggests food that “tastes like crap.” Instead he promises customers a bright future where they can eat better, be healthy, and save the environment without spending more, sacrificing pleasure, or inconveniencing themselves. “A cookie can change the world,” Hampton Creek has asserted in its marketing materials.

The message is a rallying cry for a particular kind of revolution. Tetrick launched Hampton Creek in an era when investors were reaching beyond traditional tech companies, and businesses that might otherwise have been merely, say, specialty-food purveyors could leverage software—and grand mission statements tapping into Silicon Valley’s do-gooder ethos—to cast themselves as paradigm-breaking forces. Venture capitalists have poured money into start-ups aiming to disrupt everything from lingerie to luggage to lipstick, with less emphasis on the product than on the scope of the ambition and the promise of tech-enabled efficiencies. Hampton Creek offered idealism that could scale.

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