Aishwarya Goel

The most radical thing you can do in a culture obsessed with optimisation is to fully occupy your own choices . To be here instead of somewhere else. To do this instead of something better. To be satisfied with enough instead of always reaching for more.

You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.

ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more

It’s choosing a frame that doesn’t turn every interaction into a drama where someone always has to be wrong.

don’t mean you’re crazy in the sense that you have a mental illness, although maybe you do. I mean crazy in the sense that you are far outside the norm in at least one way, and perhaps in many ways.