okay.

So I have a notebook with all my crazy ideas.

Most of them amount to nothing.

Quite often someone else comes along and does them and I'm happy and it's amazing.

But every now and then nothing happens for a great period of time and I kind of feel that itch to maybe make a difference myself.

And I say that because like the realization there was I had spent up until that point thousands of hours understanding the healthcare system, why it is the way it is, the incentive schemes and what the NHS is doing and what someone else is doing and the public healthcare system, insurance, business direct to consumer things, the...

The longevity curves of human beings, the disease curves, the costs curves, like all of those aspects about it, similar to how you're describing looking at rockets.

what was it like in your office that day when apple music launched a competing product

I'm going all in.

Yeah.

Well, uh, I, I usually start off by sort of saying, whenever anyone asks me about the story, it's like, "Well, I had hair when I began this, and by the end of this, I obviously, uh, ended up being bald." So, uh, you, you can see that it wasn't an easy journey.

All jokes aside, I mean, just to kind of set the scene, I mean, I started Spotify in two thousand and six.

I was twenty-three at the time, um, and the world looked a little bit different.

So this is pre, uh, iPhone, pre...

Uh, I mean, Facebook existed, but it was college only.

As you look at the US system, beyond just kind of preventative care, the cost for servicing patients in a hospital, like why is it $15,000 to get stitches at an ER? You know, why is it $20,000 to get a drug that costs 30 bucks to make? You know, why, when the doctor's making 200 grand a year, does the doctor seeing me for eight minutes cost my insurance company $6,000? I mean, what is going on from your view that extends beyond, like, get in front of all of the catch-up problems and so on, but what's structurally going on with the healthcare system in the US? And if you were emperor of the US for a day, and you got to say you could do anything you wanted, what are the top kinda three things that we're missing that maybe Neko doesn't necessarily address today but are kind of things that you would recommend we fix?

Go to creativeplanning.com slash all in.

Yeah, well, I usually start off by sort of saying whenever anyone asks me about the story, it's like, well, I had hair when I began this.

And by the end of this, I obviously ended up being bald.

So you can see that it wasn't an easy journey.

All jokes aside, just to kind of set the scene, I started Spotify in 2006.

I was 23 at the time.

The world looked a little bit different.

As you look at the US system, beyond just kind of preventative care, the cost for servicing patients in a hospital, like why is it $15,000 to get stitches at an ER? You know, why is it $20,000 to get a drug that costs 30 bucks to make? Why, when the doctor's making 200 grand a year, does the doctor seeing me for eight minutes cost my insurance company $6,000? I mean, what is going on, from your view, that extends beyond get in front of all of the catch-up problems and so on, but what's structurally going on with the healthcare system in the U.S.? And if you were emperor of the US for a day, and you got to say you could do anything you wanted, what are the top kind of three things that were missing that maybe Netco doesn't necessarily address today, but are kind of things that you would recommend we fix?

Like I'll shout at this guy and like, I'll do whatever I need to do.

Yeah.

Yeah.

Well, I mean, look, I just realized it sort of started from this thing, right, where you and I have both read all the books.

And actually, many of the entrepreneurs have read not as many books as you have around all the greatest entrepreneurs.

But they've read the big ones.

Yeah.

That is HubSpot.com. Are there any product updates that get pushed live that you didn't like?

That is HubSpot.com. Are there any product updates that get pushed live that you

didn't like? Oh, plenty.

Plenty.

And this may be a little bit unique, but, you know, coming back to it, so, you know, I ended up... having, you know, so the typical thing is that the founder needs to be the product person, right? By the way, it's 100% true.

I totally believe that.

I think it's the most important thing in the zero to one stage.

But what a lot of people don't talk about is the fact that there isn't one stage of this journey.

The way you put it to me when we were talking about this is like, high temperature people