What Is Violet? Tell Us All About Your Platform, How It Works, And The Types Of Companies That Use Your Services.

Violet is a unified API that allows any online channel (be it an app, a website, a game, or live stream) to connect to a brand or retailer's ecommerce backend without the need for expensive and complex integrations. We call it a “unified API” because our mission is to provide integration with any e-commerce platform through a single, unified API. So whether you’re an online influencer looking to get more purchases directly through your platform, or you’re a brand who wants to sell through more channels, all you’ll need is this API. It’s great for shoppers too because they can purchase from anywhere on the internet, with no clickout. 

Right now we’ve built integrations into leading e-commerce platforms, and are working with a wide range of customers who are creating new and exciting online experiences: influencer platforms, publishers, online shopping marketplaces. 

What Is Your Background? What Led You To Starting Your Own Company, And How Did You End Up In This Space.

While Rhen and I started Violet in 2017, I’ve more or less been trying to solve the same problem for over a decade. The question driving my career has always been the same: how can we create a more open, distributed, and collaborative version of e-commerce? Specifically, what would it take for shoppers to be able to buy products directly inside social, livestream, SMS, voice, AR, VR, or any other experience developers and app companies decide to build? I happen to think the answer is Violet, but it took a while to get there.

In 2012, I co-founded a company that was basically a Hootsuite but for e-commerce products. I learned a lot on the job through that project, about how to fundraise, build a good team, talk to investors. That’s also where I first met Rhen Zabel, our Co-Founder and CTO, and Tyler Middleton, our Head of Growth. But e-commerce wasn’t mature enough for something like Violet to work.

After that, I worked for a few other larger companies in retail, and really grew as a manager and a leader. But I never stopped thinking about how to solve the problem of distributed e-commerce. Rhen was in a similar position, tackling related issues for larger companies. At each step of the way, we realized no one was solving the infrastructure layer. Eventually we just realized we had to build it ourselves once and for all and offer it as a platform.

What Was The Inspiration Behind The Company Name?

The concept is a little science-y, but it’s based on the color spectrum: violet is the last visible color of light that we can see with the human eye. There are a bunch of different kinds of light waves beyond that, some of which we can see under an ultraviolet light, but violet is the last color you see and touch before you reach a realm of rather magical and unbelievable possibilities.

That’s exactly how our product works: we’re the last interface or infrastructure you see when conducting e-commerce at the edge: and what you see is very simple, elegant and intuitive. But what’s behind that, the backend and coordination and artistry that’s making this very simple, intuitive purchase experience possible remains invisible. You can feel it’s impact in how your purchase experience (or merchant or channel experience) improves, but what you see and interact with is Violet.

Who Are Your Co-Founders Or People Who You Work Very Closely With? How Do Their Skills Supplement Yours?

My Co-Founder is Rhen Zabel, an amazing engineer and innovator who I’ve known for over a decade now. Rhen and I actually share a birthday down to the year (same exact xx/xx/xxxx), which from the beginning felt like a very auspicious sign for how well we’d work together. I love working with Rhen for so many reasons: he’s a brilliant problem solver, and has been coding since he was 12 or 13. So it’s like getting a 20-year engineer still early in his career. He’s also just a very thoughtful person, very passionate about the environment, obsessed with sci-fi. So working with him on one level is easy just because I like him so much as a person.

As a colleague, he brings a lot to the table that compliments what I can do: our product already skews technical, but Rhen is the engineering genius behind our product. He’s incredibly discerning with his words, and has predilections to a certain type of intelligence and long-term focus that are really rare. He keeps me grounded, and is the one ensuring that we’re actually building the product I’m imagining. I often like to say that I’m driving the train, but Rhen’s the one laying the track.

What Have Been Both Your Favorite And Least-liked Parts Of Your Entrepreneurial Journey? What Have Been Your Most Challenging And Most Exciting Moments For You And The Company?

Favorites:

• Working with Rhen Zabel: Rhen and I have known each other for over ten years now. It’s so gratifying to build something you believe in with someone who is equally passionate and exceedingly skilled. 

• Acquiring new skills at a 10x pace: You can’t not learn rapidly when you’re building your own company. It’s been 4+ years of this and it’s been really fun and invaluable in my own development. I also think that kind of learning is helping our team stay engaged.

• Building teams: There’s nothing more exciting than finding people who share in your vision but bring something new to the table. It’s been the best part of the new year by far. 

• Making it real: Seeing an idea that I wrote on a whiteboard in middle of 2017 finally come to fruition 4 years later…it’s my ultimate definition of success.

• Seeing customers use the API and grow their businesses on it: We’ve had so many meetings with customers where they say something to the effect of “This is the exact solution I’ve been looking for. This can’t be real…” Which is exactly what we love to hear! That’s incredibly affirming and motivating as we keep having more of those conversations, and ultimately seeing our customers succeed. 

• The amazing people that I’ve gotten to meet along the way: Fellow founders, investors, new teammates.

• The boost from fantastic VCs: Feels so great to meet people who believe in you who are willing to invest in your idea, your dream.

Least-Liked

• Being at the mercy of timing: Building something very close to my dream product 4 years ahead of time meant a long wait and long slog to build with Rhen. 

• Doubt: The years of people not believing in us, resulting in self-doubt and lonely nights.

• The drag from bad VCs: Being misunderstood or underestimated for what we were capable of as a team and a product.

• Uphill climb: Our product comes out of a really deep understanding and love for the behind the scenes of e-commerce. We had to lay the groundwork over and over again to explain our product, as the market and understanding of the landscape took years to catch up to where we already were.

What Was The Fundraising Process Like For You? Tell Us About Your Investors And How You Use The Funds You’ve Raised.

Funding was really terrible, until it wasn’t. We really wanted to raise from a VC firm in Seattle, where we’re from. But we didn’t take into account geographical priors and general market structure in Seattle when we set out to do that. So we got no’s from nearly every VC in Seattle. But that work just meeting with everyone eventually paid off, and once we started meeting with the right people it turned around very quickly. After we met the team at RSV (Red Sea Ventures) we then got introduced to Brian Sugar, who introduced us to Lachy Groom. And it just snowballed really beautifully from there to where we had about 45 VCs all showing a high amount of interest, to the point where our seed round was oversubscribed by about $2M. We narrowed it down to the right team, and just 90 days later Klarna made a big strategic investment to speed our growth and lead our Series A.

Since then, we’ve been focused on updating and accelerating our growth strategy quite a bit. Most of our investment now has gone towards automating processes to save time, and building a world class team. Of course there are still features and improvements we’re making to our product all the time, but right now it’s about how we can scale the excellent API we’ve worked hard to build, and reaching all the communities of potential customers we know are out there.

How Has Growth Been Over The Last Year? Any New Products Launching Soon?

Despite the learning curve with hiring, the growth has been phenomenal. It’s been such an exciting year for us. What’s really fun for us is every launch of our product is really someone else’s launch: we get to watch all kinds of online channels and experiences kick off something new in their business. We have one client in particular in stealth right now that we’ve just loved getting to work with. If you come back to us in Q2 we can share some more info there.

But really we’re seeing the reality we envisioned come to life, which is new ways for people to purchase at the edge, with more and more startups expanding into live and curated shopping in lots of new and interesting ways.

What Is One Thing About Building A Business You Did Not Know That You’ve Learned So Far Since Launching Violet?

Many people will tell you that recruiting is the hardest thing you’ll do when you’re starting out. And it’s even harder than they say it is.

I think for some new companies recruiting is hard because of sourcing and closing. We’re fortunate not to have that problem: we find people easily and once they’re in the funnel they’re usually excited to join.

BUT, recruiting does put a huge crunch on our bandwidth. In many ways it’s much harder to go from four to 40 people than it is to go from 40 to 400. I’d tell anyone just starting out that the moment you need to hire more than 15 people, hire a recruiter. I wish someone had said that to me, it would’ve saved a lot of headaches.

How Has COVID-19 Impacted Your Business Both In Terms Of Growth Plans As Well As Day-To-Day Operations? Has The Pandemic Fueled Demand For Violet As More And More Merchants Lean On E-Commerce As Their Main Sales Channel?

COVID has had a huge impact on our business. As most people know just from surviving lockdowns, e-commerce was an industry that did very well in the pandemic. It definitively proved its utility, convenience, and potential. Every company and merchant was forced to prioritize e-commerce, basically compressing what might have been a decade of changes to infrastructure and business models in just 12 months. So what we have now is really the landscape Violet was made to serve, where you have old systems, new systems, incumbents, start-ups all trying to figure out how to sell products in this new marketing landscape. In a marketplace of millions of vendors, how do you get traction? Targeted, direct-to-consumer advertising can only get you so far, especially as regulations are changing to protect privacy. So that’s where our tool becomes vital circuitry in the new distributed model of e-commerce. As we’ve hit our stride with funding, finding customers, and growing our team, it’s proving to be a really exciting moment to be in e-commerce.

How Do You Think Your Industry (Or The World In General) Will Change Post-COVID?

E-commerce has changed significantly during and post-COVID, if we can say that at this point. While we stayed at home, everyone hopped on their computer and bought everything online. We felt this in the out-of-stock notices on websites. We felt this in the three months I waited to get the couch that I purchased. We felt this in the dramatic increase in prices corporations were able to leverage due to the product shortage.

Before the pandemic, e-commerce was still only about 15% of all retail purchases globally. That number increased dramatically, resulting in an acceleration of e-commerce penetration by anywhere from six to ten years. This means that reliance on e-commerce has increased more rapidly than anyone had expected. As a result, the pressure on the underlying infrastructure of e-commerce has increased, revealing the gaps in the ecosystem broadly, as well as in the individual platforms themselves.

Tell Us About Your Typical Workday Schedule. What Are Your Morning And Evening Routines? What Are Some Tricks You Use To Stay Productive?

I’m a big believer that we are the things we do repetitively, and don’t really buy into “tricks” for productivity. Instead, I just keep my life very goal-focused, almost treating my own output like I would a product with OKRs: What do I want to accomplish? By when? How can I measure success, and how can I fit those measurements and goals to reasonable time horizons? That may feel a bit on the nose, but it’s how I stay on task.

If I were to recommend a productivity hack, I think it’d be self-compassion. We think of high performers as being hard on themselves, but usually the very best athletes and musicians hold themselves to high standards by default, and the hard work is in understanding how to be kind to themselves and others.

All that said, in addition to work every day I make sure to focus on my mornings:

• Wake before 6am

• Peloton for 30 min

• Stretch for 30 min

• Meditate for 20 Min

• Journal for 20 Min

These daily routines keep me grounded, energized, and focused on what really matters. 

What Are The Top Qualities or Skills You Believe Entrepreneurs Need In Order To Be Successful? Also, What Advice Do You Have For Entrepreneurs Who Are Just Starting Out?

I don’t think it’s as much about what qualities you have as it is about how you approach being an entrepreneur. So many entrepreneurs today just want to immediately go out there and start a company for the sake of starting a company. I don’t recommend this. Instead, I recommend new entrepreneurs go work somewhere else first, and find the problem they’re most passionate about at that company. Too many people just start things without first understanding their space inside and out. But if you start with the problem you really care about, and learn as much as you can about that problem, you’ll know the biggest pain points for your potential customers and build by far the most compelling companies. This only happens when you’re solving real, concrete problems for people and businesses.

Today, I think the business ventures that will be the most successful will either be very niche, or combinatorial. What I mean by that is, if you look at a company like Figma, they’re solving a very specific problem, and they do it incredibly well. They’re a niche product but with wide adoption in that niche because they really understand their customer. At Violet, we’re kind of the opposite: we’re a combination of e-commerce, plus headless, plus product distribution. We’re this amalgam of other product types that have been around before, but never in this combination. In fact it was the combining of these different features that was such a technical challenge and what makes us so valuable to our customers.

We’re past the days of someone simply standing up a website and making money. The barrier to value is much higher now, and that’s where I’ve seen the best founders today accelerate past others, because they know a particular use case so well, or are able to combine things in a novel way to generate new value.

Tell Us A Story Of Something That Happened To You, Something You Heard, Or Something You Saw, That Either Made You Laugh Or Taught You An Important Lesson.

At the age of 16 I broke my leg twice in two years, and spent three months in a wheelchair. While there were a lot of learning experiences from that, I distinctly remember one incident where I was waiting to use the restroom. The two normal stalls were empty, but the person had chosen the wheelchair accessible stall. I had to wait until they were finished. At first I was furious, and then realized that I had done this very same thing without thinking about it prior to my injury. I was frustrated after three months in a wheelchair for how that experience was overlooked by others: it was eye-opening to think about what it must be like to live a lifetime in different and sometimes more challenging circumstances.

While some things can’t be fully understood until you experience them, one can’t experience everything, and this gap is something I now think about often: How can I constantly strive to empathize with the experiences and challenges of other people, even when I can’t directly experience it myself? One of our core values at Violet is empathy, because we ultimately work better together and build better companies by being able to consider other peoples’ viewpoints. Sure, we can’t always completely understand the experiences of those around us–but that’s precisely why we always try.

If You Can Have A One-Hour Meeting With Someone Famous Who Is Alive, Who Would It Be?

Without hesitation, Barack Obama. Regardless of your politics, I feel it’s like living during the time of Abraham Lincoln and not wanting to at least sit down with them. The version of the world Barack Obama stepped into, the problems he’s faced as an individual and a leader, are in combination unprecedented. And so there are just insights, experiences, and wisdom from that that I couldn’t get from anyone else. I’d need at least an hour to talk to him about his career and life’s work.

Who Is Your Role Model?

I take a lot of inspiration from Philippe Petit, the man who walked a tightrope between the original World Trade towers. He was so focused on his craft and passionate about the process just as much about the outcome. He woke up everyday and ‘got on his wire’, whether it was 2 feet off the ground, or 2,000 feet off the ground. His attention to detail allowed him to perform an act for which the consequence of a single mistake was death. We very rarely engage in activities when a single mistake is certain death. If Philippe has made a misstep above the World Trade Towers, there’s no surviving that fall. While I don’t want to be punished with death for each mistake I make doing the thing I love, I find the clarity to be beautiful in my own relationship to my craft. I highly recommend Man on Wire, watched through the lens of a metaphor and as performance art. 

What Do You Do In Your Free Time?

I really like cycling, I read a lot of nonfiction, and I try to make a point of keeping up with all the Oscar-nominated films on an annual basis. But honestly, I love to learn new things and more often than not I’m applying that energy to my work. It doesn’t feel like work for me though. For me, it’s fun to spend a few hours on a weekend getting really proficient at a new tool that could help our company, because a) I’m learning something new and b) I’m working towards something I’m endlessly passionate about.

I’ve often thought it’s strange that we don’t make the same kinds of boundaries for hyper focused, dedicated artists and high performers like we do for other vocations. Like, no one would ever criticize John Mayer or Prince for playing guitar too much in their off hours, or Sue Bird for practicing on her evenings or weekends. For me, this is my craft, this is my sport. I’ve pursued other passions like music but now this is my focus, it’s what I love to do. While, I like to read and get outside like many people, I spend a great deal of my time just trying to get better at the thing I love. 

What Is Your Favorite Quote And Why Does It Resonate With You?

“Have patience with everything unresolved in your heart and to try to love the questions themselves as if they were locked rooms or books written in a very foreign language. Don’t search for the answers, which could not be given to you now, because you would not be able to live them. And the point is to live everything. Live the questions now. Perhaps then, someday far in the future, you will gradually, without even noticing it, live your way into the answer.”

– Rainer Maria Rilke

Any Other Thoughts You Want To Share Relating To Current Events, The Economy, Political Climate, Or Any Other Topic?

I stand with Ukraine.

What Does Success Mean To You?

Doing what you set out to do.

Brandon Schulz’s Favorites Stack:

Books:

1. The Righteous Mind by Jonathan Haidt . This book changed my mind about whether people can change their minds. We are less rational than we think we are. And this book presents the foundation for this based on Moral Psychology. At the root of moral psychology is the way by which any one of us decides to do or not do something regardless of explicit rules. I found this book to be enlightening in understanding my own brain, as well as the way others come to make decisions and behave in our ever increasingly complex world.

2. Boys in the Boat by Daniel James Brown. I love this book. It is a gorgeous metaphor of the magic that happens when a team locks in. It’s about a rowing crew from the University of Washington (roughly 30 min from where I live). There’s a concept in rowing called ‘swing’ that almost feels like flying over the water. It happens when everyone is pulling in the same direction, completely in sync, as a result of a kind of unification that arises out of the body of a hull with 8 individual humans catapulting forward. I want to feel this in the teams I build. The book talks through the ups and downs of the coach, the individuals, the team, and how we bring all of who we are into our boats every day. 

3. Self-Compassion by Krista Neff. Self-Compassion is about what you might expect, compassion towards oneself. It’s not a soft or wishy washy book, but one that challenges the kinds of toxic cultures we’ve inherited that we likely don’t even know are running through our brains. A lot of this book was about slowing down some of the connections my brain was making that I wasn’t even aware of. Our synapses fire so fast, and the grooves are so strong, that we rarely have the language and practices to stare at them, and evaluate whether the appropriate level of intelligence and wisdom has been integrated into the way we perceived something, how we talk to ourselves, or whether our assumptions about a situation or our performance are accurate or fair at all. 

Health & Fitness:

1. Peloton. Love my Peloton, as I love cycling. My standard approach is to use ‘Just Ride’ and listen to a podcast or book while riding to a particular cadence or output I’m wanting to work on over a period of time.

2. 12 min body weight circuit heavy on strict pull ups (Cross Fit-inspired, WOD style). I try to focus on pull ups as the core exercise involving a lot of different muscles at once, with other movements wrapped in. With our bodies, we have to use it or lose it!

3. Mud WTR. Healthy mushrooms and a bit of caffeine have been more sustainable for me.

Brands:

1. Apple: Of course.

2. Rapha: I have more Rapha gear than any one human being should own.

3. NIKE: Pretty much everything else.

Products:

1. Airpods Max

2. Smart Sweets

3. Ollipop

Newsletters & Podcasts:

1. The Ezra Klein Show. Especially love Ezra’s deep dives into productivity, attention, and parenting. 

2. Hidden Brain. Fascinated by behavioral economics.

3. Masters of Scale. Yep.

Upcoming Vacation Spots:

1. London (my favorite city)

2. Montana (for some summer fly fishing with my partner’s family)

3. Krabi, Thailand (favorite beach)