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Livingston: Which also must be a problem since you are so well known. Some people must think, This is my ticket! Ross: I can t tell you how many times I get an email from someone who just
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wants to have dinner. So we ll have dinner, and we ll chat about politics, the weather, whatever. Then we ll have dinner again, and slowly it comes out that they want something. Eventually you find out that they want to come work for you, or they want to . . . sometimes they don t even know what they want, but they know they want something. It s hard to see what people s intentions are at the beginning. We re also overly paranoid because the first thing we did when we started the company was talk to a bunch of entrepreneurs who told us, Don t tell anyone what you are doing. VCs are sharks. Meanwhile, you hear from the VCs, You re too paranoid. So it s hard to find the right balance and be human, because you don t know who s genuine and who s not.
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Livingston: It must be frustrating not to be able to share your idea. Ross: Incredibly. If you ever want to stop a conversation dead in its tracks, just
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use my magic words: stealth mode. I ve also found programmer to work well in many situations. But we ll have our day.
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Livingston: Are there any lessons that you learned in the Firefox days that you are applying to this new startup Ross: One is to make sure you are always in communication with the people
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who are eventually going to use your product. It s very easy to just lock yourself in a room and code all day, and you forget what the real problems are that people are having. So you have to keep talking to people and keep refining what you are doing. I also learned how you build up the right kind of buzz about your product in an honest way. With Firefox, we catered to the bloggers first, even though they weren t our primary target audience. Once you get the prominent bloggers to pick up the scent, you attract the intermediate press, the PC Worlds and the CNETs. You still don t have any moms or dads yet, you don t have any nontechies, but once the mainstream press sees PC magazine talking about it, then they start to cover the story, and they actually make it kind of a self-fulfilling prophecy. They write that everyone is talking about Firefox when, of course, mainstream users haven t even heard of it yet. But they are going to, now that the New York Times wrote about it.
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Livingston: What are your biggest challenges starting a startup Ross: One is, in general, not knowing what s normal. Investors hand us
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normal term sheets, consultants ask for normal fees. I m 21 I haven t seen enough of the extremes to know what s normal. Our approach has been to make decisions slowly and methodically, do our research, and figure out who s on the level and who s selling us lines before signing anything. The other problem is just finding the time to finish the project and still see my family, my friends, my girlfriend. It s very hard as two people. It s a very big project.
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Livingston: Is your time horizon several years Ross: No. It s short term for launch. Livingston: Because there will be a race Ross: We don t know of anyone doing specifically what we are doing, but you
can just feel in the air that everyone s moving toward this kind of model. Who knows, someone could announce it tomorrow.
Livingston: Are you able to say who you are most nervous about as a competitor Ross: I d say Google or Microsoft. It s a big enough project that I m not sure a
startup would be trying to do it, except us because we re nuts, but it s possible. Of the known companies, it would be Google or Microsoft.
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