Authenticity

make decisions using our own creative values, not “industry standards.” We design our work and worlds from our best intentions, not our worst fears.

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

Nobody realizes that some people expend tremendous energy merely to be normal.

— Albert Camus

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.