Daniel Ek

But to us, it was probably the most obvious one because we had already seen the behavior happening in Germany.

And once we had tried unloading it for ourselves so that we could play around with the product, it was kind of obvious that this would be a great experience.

And it's probably been the most interesting one for me and what I often tell other entrepreneurs is like, well, the fact that people doubt you in the beginning, you kind of need to pay attention to that and hear what valid concerns they may have.

But a bunch of that is just like they're not used to the concept and it's going to change.

But by the time it changes...

it will have already passed over.

And not that you were right, but actually, well, of course, this is kind of obvious, right?

So my favorite one, obviously, streaming music, where when we began doing it, I always got this sort of pushback of like, why would I want to rent my music?

I want to own my music.

Yeah, people were not talking about it.

And people actually conceptualized more around sort of renting things.

And why is that good for me?

This is horrible.

And you know, that means that technically, what happens if you guys don't want to have that song anymore, the song disappears and...

Yeah, exactly.

And we were fighting against it where it was so obvious to us that because I grew up with piracy that, no, actually, all you want is access to it.

And it was such a hard notion for people to get conceptually because we've been spending 30 years just getting people into that.

And I feel like most of the tech industry has spent a decade plus learning about having separate apps.

And we kind of said, no, no, no, it doesn't really matter.

We can put it in the same app and actually people will love it even more because we're solving the same sort of user needs.