It was like switching out the engines mid-flight. I remember the day we turned on this free service, had we probably gone on for about six more months, I think we might have died as a company. That was a defining moment and that was as late as 2013. I think every great company has at least three near-death experiences.
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Daniel Ek
Co-founder and former chief executive of Spotify
Sweden · b. 1983
Technology
About
Co-founded the music-streaming company Spotify in Stockholm in 2006 with Martin Lorentzon and led it as chief executive until 2025, when he became executive chairman. Had earlier founded and sold the advertising company Advertigo.
2 answers
Many people talk about a willingness to have failures. I hate failures. I don't think you should strike to make failures. I think it's OK to make mistakes – but by the time they become real failures, you probably should have discovered them much earlier.
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