Daniel Ek

We have consumers on the one end and we have creators.

And so I just made it my effort to understand and know the creator way better than anyone else in the company.

And so my product feedback to them comes from that lens.

And that became value add because, again, that's a very different thing.

That's an outward facing thing.

You actually have to sit down and meet with creators.

It is so much more about innately understanding their needs and talking to them and understanding not just.

how they use the product, but their business.

What problems are they facing?

That's not just sort of how they leverage the product, but actually holistically around them.

And so that was just one of those things.

And then subsequently what ended up happening is I got this guy called Alex, and he's now doing that part better than me too.

And so I was like, okay, well, now I need to find a different way to add value.

And now it turns out that my value add is the sort of in-between between the two, where...

business or creators meets consumers and where there's maybe a third stakeholder we have to consider in all of this.

And so my whole sort of experience in all of this has really been around kind of figuring out who I am and what I'm innately good at.

And this has been a learning journey for 20 years.

What you're just describing right now, this unfolded over how many years?

I would say...

The first 10 years was the zero to one journey.