### Dieter Rams was born in Wiesbaden, Germany, in 1932. He was strongly influenced by the presence of his grandfather who was a carpenter. Rams’s early awards for carpentry led him to train as an architect, as Germany was rebuilt in the early 1950s.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2Fdbf0e438-a50d-447a-bc0d-d00f36672c54.png?alt=media&token=86ed44bb-d5c7-4f8f-91eb-718066356a38","id":"dbf0e438-a50d-447a-bc0d-d00f36672c54","width":1300,"height":731,"filename":"0_X5BaAZGaiue92Lk_.png","type":"image/png","caption":"","border":false}]}
```

Prompted by an eagle-eyed friend, Rams applied for a job at the German electrical products company, [Braun](https://en.wikipedia.org/wiki/Braun_(company)), in 1955. He was recruited by [Erwin and Artur Braun](https://sg.braun.com/en/design-culture/braun-designers) following the death of their father and his job was to modernize the interiors of the company that was launching revolutionary electrical products.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2Fa3b53984-da3b-4c46-9069-fc01e4e26ca7.png?alt=media&token=ae9fcb90-6d72-427b-be20-9906dc0fb6fe","id":"a3b53984-da3b-4c46-9069-fc01e4e26ca7","width":769,"height":1000,"filename":"0_NnZekFv3Km_ct2Es.png","type":"image/png","caption":"","border":false}]}
```

Rams became a protégé of the [Ulm School of Design](https://en.wikipedia.org/wiki/Ulm_School_of_Design) (successor to the [Bauhaus](https://en.wikipedia.org/wiki/Bauhaus)) luminaries [Hans Gugelot](https://en.wikipedia.org/wiki/Hans_Gugelot), [Fritz Eichler](https://www.designundtext.com/en/protagonists/overview-fritz-eichler.php) and [Otl Aicher](https://en.wikipedia.org/wiki/Otl_Aicher).

He quickly became involved in Product Design — famously adding the clear perspex lid to the [SK4 radiogram in 1956](https://www.moma.org/collection/works/2649) — and was appointed [head of design](https://sg.braun.com/en/design-culture/braun-designers) at Braun from 1961 to 1995.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F9c9e1156-882f-4ece-9c77-87f70e7dde80.png?alt=media&token=c294e5d2-2f8a-4b00-9a04-38271613bdb3","id":"9c9e1156-882f-4ece-9c77-87f70e7dde80","width":1087,"height":1000,"filename":"0_p6WbcrjSwufOnizF.png","type":"image/png","caption":"","border":false}]}
```

### Dieter Rams introduced in Braun a systematic design, linked to form and function, its varied products represented a [utilitarian aesthetic](https://www.quora.com/What-is-utilitarian-art-What-are-some-examples), coming from the Ulm school. He made a significant contribution to Braun’s image, driving a new design approach focused on functionality.

The objects were reduced to the essentials and stripped of distracting elements to simplify the product. “**The aesthetic clarity of [Braun’s products](https://us.braun.com/en-us/design/design-and-innovation), are the result of the logical ordering of the elements and the search for a simple and harmonious totality.**”

Rams has radically changed the way we perceive electronic objects, with his experience and his modular way driven by clean and uncluttered lines. He implemented a new aesthetic style that would serve as an inspiration for future generations. His designs have as their main objective to improve people’s quality of life, by creating extremely functional, durable, and useful products that convey emotions that consumers identify with.

Together with his design team, he was responsible for many of the seminal domestic electrical products — and some furniture — of the 20th century.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F6d2d1a61-0a45-40f1-ada2-c6c49611f9e6.jpg?alt=media&token=1362f994-f83f-4c16-a0a8-f1429d4cd9db","id":"6d2d1a61-0a45-40f1-ada2-c6c49611f9e6","width":1488,"height":992,"filename":"0_C9DSqmUUuQ1ddSk2.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2Ff23a19d4-59d4-4956-b6a1-eb7d1f26c51a.jpg?alt=media&token=78522973-96b3-4b97-8d02-fe7d5713112e","id":"f23a19d4-59d4-4956-b6a1-eb7d1f26c51a","width":1200,"height":666,"filename":"1_uxkxbLcKQ5lehGVVtyFYTg.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2Fb312fc44-f4c7-483d-b4a6-5e69db7015db.jpg?alt=media&token=1b3ed112-9405-4b6c-bbf2-57905050d3b1","id":"b312fc44-f4c7-483d-b4a6-5e69db7015db","width":862,"height":575,"filename":"0_x5JuxQf_XdS2TK3v.jpg","type":"image/jpeg","caption":"","border":false}]}
```

In the late 1970s, Dieter Rams was becoming increasingly concerned by the state of the world around him — “an impenetrable confusion of forms, colors, and noises.” Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?

As good design cannot be measured in a finite way, he set about expressing the 10 most important principles for what he considered good design.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F7b675f97-6b24-4fec-8740-be4af56a6e85.jpg?alt=media&token=2bd12ebd-e030-4d64-80ba-2ae5e77c042d","id":"7b675f97-6b24-4fec-8740-be4af56a6e85","width":1349,"height":620,"filename":"1_bNLLAq1XA-f1asqDsYdMRg.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **1 — Good design is innovative**

The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology, and can never be an end in itself.

#### **2 — Good design makes a product useful**

A product is bought to be used. It has to satisfy not only functional but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product whilst disregarding anything that could detract from it.

#### **3 — Good design is aesthetic**

The aesthetic quality of a product is integral to its usefulness because the products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.

#### **4 — Good design makes a product understandable**

It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.

#### **5 — Good design is unobtrusive**

Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.

#### **6 — Good design is honest**

It does not make a product more innovative, powerful, or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

### **7 — Good design is long-lasting**

It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years — even in today’s throwaway society.

#### **8 — Good design is thorough down to the last detail**

Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the user.

#### **9 — Good design is environmentally friendly**

Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.

#### **10 — Good design is as little design as possible**

Less, but better — because it concentrates on the essential aspects, and the products are not burdened with non-essentials.

## **Back to purity, back to simplicity.**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F7490ac49-6745-4dcc-a6c9-1ab1b1eb0362.jpg?alt=media&token=804d3399-09e0-4da5-aee4-94bd649f11f0","id":"7490ac49-6745-4dcc-a6c9-1ab1b1eb0362","width":1488,"height":930,"filename":"0_85tnfA0w9-oVCbnA.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Over the years his work has been recognized with the title of [Royal Designer for Industry](https://en.wikipedia.org/wiki/Royal_Designers_for_Industry), by the [Royal Society of Arts](https://www.thersa.org/) in London. Also being awarded the SIAD medal by the [Society of Industrial Artists and Designers](https://www.siad.org/) in London and the World Design Medal by the [Industrial Designer Society of America](https://www.idsa.org/).

In 1995, he published the book “**[Less but better](https://www.goodreads.com/book/show/22005475-weniger-aber-besser-less-but-better?ac=1&from_search=true&qid=BYbYT1pyDw&rank=1)**” reporting his design philosophy and his main products produced at Braun. His work has a quality that distinguishes it from the vast majority of **[industrial design in the mid-twentieth century](https://www.oreilly.com/library/view/understanding-industrial-design/9781491920381/ch01.html)**.

Dieter Rams is a pioneer in showing how design can have a strong orientation by creating innovative solutions that respond to everyday problems, so design only works for Rams when looking for a **[solution for humanity](https://medium.com/user-experience-design-1/putting-people-before-numbers-and-creating-a-positive-impact-through-design-d44701ce6ecd)**. His attitude towards design has led many people to identify with his philosophy of “less, but better”, about getting rid of excess, visual pollution, and living only with what is necessary.

He is an excellent reference in terms of design, but above all a great example of a design leader who revolutionized the history of Braun.

If you are wondering, he is still alive, 91 years old, and would be proud to see Read.cv and Posts elegant design. 😌

---

## **Bonus Pieces**

### **Poster**

🖼 **[Download this poster](https://www.dropbox.com/s/n41a73ip31ng76t/dieter-rams-poster-1984-design.png.zip?dl=0)**, print and hang it on your wall as a reminder.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F1a47357e-298b-4693-9acd-83b060202636.jpg?alt=media&token=390f3cc1-e26d-4cac-b198-5109c46f57d1","id":"1a47357e-298b-4693-9acd-83b060202636","width":1488,"height":992,"filename":"0_pmLLQRUCq1ThAuLk.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Color Palettes**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F8c7b35be-7da9-4df8-92a9-63226e397d22.png?alt=media&token=8b7e191f-2b74-41be-8125-2f00966a3853","id":"8c7b35be-7da9-4df8-92a9-63226e397d22","width":1600,"height":1002,"filename":"1_OlPjD2UE-qzIkZ19THwb8g.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2F0xeTG2t8SX86dl2KYy2O%2F4f7b439a-4f56-41cc-833f-57be4c38d23d.png?alt=media&token=60a75a7d-48fe-46b4-858d-ff135a6c6418","id":"4f7b439a-4f56-41cc-833f-57be4c38d23d","width":1600,"height":1002,"filename":"1_82OhIcPDtWMvvMyfKXdbUQ.png","type":"image/png","caption":"","border":false}]}
```

🎨 **[Get this Figma community file](https://www.figma.com/file/9QFH6Q9taRX2o451ZJHQMB/10-Dieter-Rams-Inspired-Color-Palettes-%28Community%29?type=design&node-id=0-1&mode=design&t=0YoNE8Gkg8hARnlR-0)** for more color palettes.

---

Thanks for reading.

Originally published on **[1984.design](https://1984.design/)**

Dieter Rams and 10 principles for good design

**Inspired by posts from [Fede](https://read.cv/fsanchez/app-defaults) & [Andy](https://read.cv/andy/app-defaults-2023).**

List of apps & websites I am currently using:

* **Design** → Figma, Adobe CC

* **Prototyping** → Figma

* **Code** → [VS Code](https://code.visualstudio.com/), [GitHub Desktop](https://desktop.github.com/)

* **Development** → [DigitalOcean](https://www.digitalocean.com/), [WordPress](https://wordpress.com/), [Shopify](https://www.shopify.com/pricing), [Plesk](https://www.plesk.com/), [Cloudflare](https://www.cloudflare.com/), [GitHub](https://github.com/)

* **Video Editing** → [Final Cut Pro](https://www.apple.com/final-cut-pro/), [DaVinci Resolve](https://www.blackmagicdesign.com/tr/products/davinciresolve)

* **Analytics** → [Plausible](https://plausible.io)

* **AI** → [OpenAI](https://openai.com/), [Midjourney](https://www.midjourney.com/), [Perplexity](https://www.perplexity.ai/), [Kaiber](https://kaiber.ai/), [Runway](https://runwayml.com/), [ElevenLabs](https://elevenlabs.io/)

* **Mail** → Apple

* **Notes** → [Obsidian](https://obsidian.md/), Notion, [Dropbox Paper](https://paper.dropbox.com/), [SLAB](https://slab.com/)

* **To-Do** → N/A (Analog)

* **Habits** → [DailyHabits](https://app.dailyhabits.xyz/)

* **Calendar** → Apple

* **RSS** → [Feedly](https://feedly.com/)

* **Contacts** → Apple, Google, [Clay](https://clay.earth/)

* **Browser** → [Brave](https://brave.com/)

* **Chat** → Skype, WhatsApp, Telegram, Signal

* **Meetings** → Google

* **Bookmarks** → [Raindrop](https://raindrop.io/), Brave

* **Read It Later** → Feedly

* **Spreadsheets** → Google Sheets

* **Presentations** → Figma

* **Shopping Lists** → N/A (Analog)

* **Meal Planning** → N/A (Analog)

* **Budgeting** → Notion

* **Finance** → [Mercury](https://mercury.com/), [Brex](https://www.brex.com/), [Stripe](https://stripe.com/), [ChartMorgul](https://chartmogul.com)

* **Sales** → [Lemonsqueezy](https://www.lemonsqueezy.com/), [Gumroad](https://gumroad.com/), [MemberSpace](https://www.memberspace.com/), Stripe, Paypal

* **News** → Feedly

* **Music** → [Echoes](https://echoesapp.io), Spotify, [NTS](https://www.nts.live/), [Last.fm](https://www.last.fm/user/okuzcuk)

* **Podcasts** → Spotify

* **Newsletter** → [Beehiiv](https://www.beehiiv.com/)

* **Stock** → [Envato Elements](https://elements.envato.com/), [Pixelbuddha](https://pixelbuddha.net/), [Unsplash](https://unsplash.com/), [Pexels](https://www.pexels.com/), [AIsplash](https://www.aisplash.com/), [Neurascapes](https://www.neurascapes.com/), [Noun Project](https://thenounproject.com/), [Freepik](https://www.freepik.com/), 

* **Color** → [Huemint](https://huemint.com/brand-1/), [ColorBox](https://colorbox.io/), [Adobe Color](https://color.adobe.com/create/color-wheel/), [Color Leap](https://colorleap.app/dates), [Scale](https://hihayk.github.io/scale/?ref=prototyprio#4/6/50/80/-51/67/20/14/1D9A6C/29/154/108/white)

* **Various** → [atipo foundry](https://www.atipofoundry.com/), [tldraw](https://www.tldraw.com/), [Meta Tags](https://metatags.io/), [Rebrandly](https://www.rebrandly.com/), [uBlock Origin](https://chromewebstore.google.com/detail/ublock-origin/cjpalhdlnbpafiamejdnhcphjbkeiagm?pli=1), [Grammarly](https://app.grammarly.com/), [WhatFont](https://chromewebstore.google.com/detail/whatfont/jabopobgcpjmedljpbcaablpmlmfcogm), [Letterboxd](https://letterboxd.com/)

* **On my radar** → [Milanote](https://milanote.com)

---

### **PS:** Remove the name of the bookmarks, and use only icons to display more items in the bookmarks bar. Brave users will also have a sidebar for more space.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2Fapps-websites-2023%2F4a1dcb3d-f103-4261-97fe-04cb656af233.png?alt=media&token=c1d0e499-8979-4d39-8adb-6bf22b859339","id":"4a1dcb3d-f103-4261-97fe-04cb656af233","width":3104,"height":1978,"filename":"Screen Shot 2023-12-06 at 13.52.20.png","type":"image/png","caption":"","border":false}]}
```

Apps · Websites · 2023

I have recently watched a few dramas that explore the topic of startup failures. This series expose the negative consequences of flawed business models, as well as the unethical behaviors of some startup founders, shedding light on the challenges that entrepreneurs face in the current startup ecosystem, and highlighting the importance of ethical leadership and sustainability in business.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2FKmtsiXgNEFINo0h05Okv%2F8ae38ff9-4a14-456c-9ce0-04c7781d550a.png?alt=media&token=8158a7d9-448d-40eb-a8e2-07f69645c883","id":"8ae38ff9-4a14-456c-9ce0-04c7781d550a","width":1400,"height":933,"filename":"1_N2yVsWKl8S-hJjVcxO3org.png","type":"image/png","caption":"","border":false}]}
```

## **✦ The Dropout**

Documents the disgraced biotechnology company [Theranos](https://en.wikipedia.org/wiki/Theranos) and its founder [Elizabeth Holmes](https://en.wikipedia.org/wiki/Elizabeth_Holmes). At the age of 19, after dropping out of Stanford, she claimed to revolutionize laboratories through blood tests that could be performed rapidly while using very small amounts of blood.

Holmes provided false statements to investors and showed them fake demonstrations of the medical testing device to persuade them to invest in her company, breaching the principle of honesty and the standard of integrity.

The show touches on experiences that motivated Holmes’s deceptions and lies, starting from the beginning and all the way to her exposure as a fraud.

In the end, millions of people’s health and lives were put in danger due to inaccurate blood test results, 700 million dollars of investors’ money was lost, and 800 people lost their jobs.

Holmes’s [sentenced to 11+ years](https://www.npr.org/2022/11/23/1138477784/elizabeth-holmes-sentenced-11-years-explained) (135 months) in prison. [Sunny Balwani](https://en.wikipedia.org/wiki/Sunny_Balwani), who spent six years as Theranos’s chief operating officer and ex-romantic partner of Holmes, has been sentenced to nearly 13 years in prison over his role in the now-defunct blood-testing firm.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2FKmtsiXgNEFINo0h05Okv%2F67a0aff0-5b17-4b0e-9b95-19cf1626d932.png?alt=media&token=f6b08165-25d1-4e93-8983-001f67948137","id":"67a0aff0-5b17-4b0e-9b95-19cf1626d932","width":1200,"height":675,"filename":"1_H-aV4pCbFWUFBRzyOcOclg.png","type":"image/png","caption":"","border":false}]}
```

## **✦ Super Pumped: The Battle for Uber**

Documents the rise and fall of [Travis Kalanick](https://en.wikipedia.org/wiki/Travis_Kalanick), the corruption in his Uber empire, and the myriad of scandals that included allegations of [data privacy scandals](https://www.theguardian.com/technology/2017/mar/03/uber-secret-program-greyball-resignation-ed-baker#:~:text=The%20program%20helped%20Uber%20drivers%20avoid%20being%20ticketed.&text=Greyball%20used%20geolocation%20data%2C%20credit,operations%2C%20according%20to%20the%20Times.), [workplace discrimination, and sexual harassment](https://www.susanjfowler.com/blog/2017/2/19/reflecting-on-one-very-strange-year-at-uber), and captures the arrogance of the company executives very well.

During his ride-hailing company’s meteoric rise, he came to personify the aggressive, risk-taking nature of a new generation of tech start-ups intent on “[disrupting](https://hbr.org/2017/11/startups-that-seek-to-disrupt-get-more-funding-than-those-that-seek-to-build)” other industries like taxis, hotels, and food delivery. Uber [flouted laws](https://www.theguardian.com/news/2022/jul/10/uber-files-leak-reveals-global-lobbying-campaign), duped police, exploited violence against drivers and secretly lobbied governments during its aggressive global expansion.

CEO Travis Kalanick, who is ultimately stepped down from the company’s board of directors, severing his last tie with the business in a boardroom coup after tense internal and external battles.

Uber has [turned Kalanick into a billionaire](https://www.bbc.com/news/business-42740680), he currently runs a [venture fund](https://techcrunch.com/2018/03/07/travis-kalanick-is-launching-a-venture-fund/) and a [start-up](https://cloudkitchens.com/) that operates “[dark kitchens](https://en.wikipedia.org/wiki/Virtual_restaurant)” — cooking facilities that prepare food for delivery.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2FKmtsiXgNEFINo0h05Okv%2F3dc1c872-9923-4035-9833-fb795f785250.png?alt=media&token=bd4dcd6f-145f-4700-8247-0e69efffa5f0","id":"3dc1c872-9923-4035-9833-fb795f785250","width":1200,"height":900,"filename":"1_Cs8AQYaku-9wpCapjPFAIw.png","type":"image/png","caption":"","border":false}]}
```

## **✦ WeCrashed**

Documents the greed-filled rise and inevitable fall of [WeWork](https://www.wework.com/), a coworking space company and one of the world’s most valuable startups whose valuation reached $47 billion in 2019 before [crashing](https://www.theguardian.com/business/2019/dec/20/why-wework-went-wrong) as a result of financial revelations.

Behind the crash are the narcissists, real-life married couple Adam and Rebekah Neumann, whose chaotic love made it all possible.

[Adam Neumann](https://en.wikipedia.org/wiki/Adam_Neumann) announced in 2019 that he was [stepping down as CEO](https://www.npr.org/2019/09/24/763913318/wework-ceo-steps-down-as-ipo-stalls). In retrospect, Neumann’s knack for amassing billions of dollars in venture capital with no viable business model was one of the greatest scams of the twenty-first century.

Though the well-documented megalomania of Adam and Rebekah Neumann is now largely recognized as the stuff of nightmares, it worked wonders on investors with too much cash on their hands. So if it was all largely a swindle, its most prominent victims were the ultra-wealthy.

Neumann received $245m in company stock and $200m in cash, part of an enormous exit package from the office rental company he led to dizzy heights before its equally dramatic fall and laying off 2,400 employees globally.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FVIP4DgA15oSJgzPcKejjepd2ROr2%2FKmtsiXgNEFINo0h05Okv%2Ff7a66034-a2aa-49d5-811c-395cec1c7459.png?alt=media&token=a3900fb8-383f-4a50-95fe-fbf84d1b1795","id":"f7a66034-a2aa-49d5-811c-395cec1c7459","width":1296,"height":730,"filename":"1_QC6MKHtQdyf25nEfRVBbjw.png","type":"image/png","caption":"here is to the crazy ones that change the world!","border":false}]}
```

## **✦ General Magic**

After watching all this greed, and fraud in modern startups with unrealistic valuations and investments, I can’t help but think of [General Magic](https://en.wikipedia.org/wiki/General_Magic) and extraordinary people in the 90s, with a passion for inventing the future by making products and creating amazing things.

The ideas that dominate the tech industry and our day-to-day lives were born at a secretive Silicon Valley start-up named “[General Magic](https://en.wikipedia.org/wiki/General_Magic)” which spun out of Apple in 1990 to create the first handheld personal communicator (or “smartphone”).

They didn’t care about money, salary, or fame. They worked tirelessly, sat on the floors, made products, and created innovations that are the foundation of everything we take for granted today.

```cv
youtube
{"url":"https://www.youtube.com/watch?v=uTdyb-RWNKo&feature=youtu.be","width":200,"height":113,"thumbnail":"https://i.ytimg.com/vi/uTdyb-RWNKo/hqdefault.jpg"}
```

`We all started in the same place `\
`you are in today. `\
`Everyone has the same self `\
`doubts and no one’s perfect. `\
`And when you meet your heroes `\
`and when you work with them `\
`and they treat you as a peer, `\
`learn from it. `\
`Keep moving. If you’re `\
`dreaming the right dream, `\
`you’re on the right path.`\
`I’ve been there before, `\
`it’s tough, keep going. `\
`These people helped me `\
`to become the person I am. `\
`How can we take this same idea `\
`of bold dramatic change `\
`to help create a better society? `\
`We are going to have `\
`to invent those things `\
`and do it in all of these other domains that are `\
`being touched or revolutionized by technology. `\
`It may seem daunting, it may seem difficult, `\
`it may seem impossible, `\
`but if you just find the right people`\
`and keep seeking out `\
`knowledge and advice`\
`keep staying open`\
`to make a better world `\
`regardless of where you come from,`\
`great things can happen.`

> *— [Tony Fadell](https://www.buildc.com/meet-tony), co-creator of the iPod & iPhone*

---

Have you watched any similar shows? Let me know! 💬

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