Authenticity

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

When you’re losing a game you don’t even want to play, or forcing a fit into a form you don’t want to be in, the best thing to do is to stop playing and go find your shape.

To go wrong in one’s own way is better than to go right in someone else’s.

— Fyodor Dostoevsky, Crime and Punishment

Confessional art can be beautiful, and it can be terrible; either way, to love it only as a representation of what we already know is to deny it, and ourselves, a much richer complexity. Pop music is where fantasies are played out, turned into mansions and lived in, where five hundred people can tumble out of a clown car and every dream comes true.

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