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I knew the Internet was going to bubble up its own unique media form. It was probably going to be user-generated, and it wasn t going to be like anything that we see on the other mediums. So I was looking and looking for what that was going to be at the same time I was getting my degree at business school. At class one night, they gave us a few pieces of paper and a number 2 pencil, and we filled out circles for a Myers-Briggs corporate personality test, which is something they administer to Harvard Business School students. Eleven days later, we got our results in manila envelopes all in black-and-white text with a little graph and soon we exploded into conversation. People in that community talked about the test for about 2 weeks at dinner conversations, on the basketball court. I watched this and thought, I ve never seen anyone talk about a movie for this long. That s powerful media. Why So I discussed this with my family, who were involved in psychology, and asked, Are we our own favorite subjects We re very concerned about ourselves and the people we know. I realized that no other technology allowed us to get media about ourselves. All the other media technologies allow us to learn only about people we will never know. Tom Cruise, Tom Brokaw we know a ton about those people and yet we ll never know them. I believed that the Internet would allow you to have a media experience about you and the people you know though it wasn t going to be the best video, audio, or magazine and that was going to take a lot of different forms. And I thought this testing could be incredibly powerful because people love talking about themselves, love talking about the people they know, and it could be viral. At the venture firm, I saw how most online media companies were getting killed by acquisition costs, and I realized that to build a successful company, you had to have very low if not zero expenses for acquiring users. So I thought that these tests could be a very promising area to start a digital media company through. A lot of these tests were trapped in the ivory tower. Why couldn t we just release them online, make them inexpensive, and just benefit humanity It could be a good foundation for a media business, and even if it failed it would be doing something good for the world.
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Livingston: How did you get started once you had this idea Currier: I had to come up with what the product would actually do. And then I
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had to start talking to people about it and getting their ideas. There s a balance between thinking that you have this fantastic idea that you don t want anyone else to know about and the need to talk about it and get broad-ranging opinions so that you make as few mistakes as possible. I was really paranoid because I thought this idea was incredibly obvious. It seemed like this was the best thing to do online it would be incredibly viral and it would be deep because you d get so much data on people. You could help them find the right job, get a great date, decide whether to get an SUV or a minivan, help facilitate conversations within the family. And people would answer honestly, because the test was about them and they d want accurate
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James Currier 389
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results. It was just obvious to me that you could build a huge media company on the back of this thing. So I was relatively paranoid about that and only talked to people that I trusted. But what I got back was, I don t understand what the heck you re talking about. All the people that I had been talking with about digital media, selfhelp, and psychology with, they still didn t understand what the hell I was trying to do. I couldn t find the words to describe the vision.
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Livingston: Why did they not get it What did they misunderstand Currier: I think there are very few people who have a capacity to see the
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future. So it can be difficult when you are talking about something where nothing about it exists yet. At the time, everyone was caught up in the success of Broadcast.com, iVillage, and Women.com, so they believed in their value. Instead of saying, The people who are buying those companies are stupid, they were saying, Those guys must know something I don t know. Since most humans have a much easier time understanding what is, if you suggest that what they see is wrong, it s very disconcerting and they hate it. Because they are trying to understand their world and predict their future that s the main function of the cerebrum, to find the patterns and predict what is going to happen next and insofar as they realize that the future to them is somewhat gray, or even black, it s scary. So then they go and have another conversation and everyone says, Broadcast.com, oh that s so cool. Everyone nods and smiles and that s the type of pack animal collective creating reality. And when you go against that, it s painful.
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Livingston: What else was challenging Currier: Where you are is never enough for the people around you. Because
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starting a company is the act of collecting and organizing the human energy that is in the ether. You are trying to take all this matter that s around you and shape it into something that fits with what s in your head. And all these people who are being shaped want to know where you are now and want you to take another step along the path so that they can feel more confident. They are always searching for more confidence points. For example: What are you calling it Give it a name so we can talk about it. So you decide on a name Emode. Do you have a business plan So I would give them a one-page business summary. No, I want a real business plan. So I wrote a business plan. Do you have any employees No, I don t have any employees. I need to go get some. Do you have any money And you go talk to some angels. Do you have an office
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