Going Direct Conversations

I sit down with Brian Morrissey, and independent journalist and the founder of The Rebooting, to discuss a recent piece he wrote called, “New Media Energy” and our transition to a truly decentralized media landscape where the legacy media gatekeeper is no longer relevant.Among the topics we discuss are:• “New Media Energy” vs the unearned authority of legacy media• Why VCs are building their own media networks• Axios Local and the “Business in a Box” model for journalists• The most overrated and underrated platforms todayIf you want to understand where the media industry is heading, you will enjoy this episode.Enjoy.Recording date: April 27, 2026Chapters00:00 Introduction01:20 Brian’s Background & Digiday03:42 Leaving Institutional Media And Going Independent09:40 Defining New Media16:17 Rise Of Citizen Journalism18:52 Future Of Media And Information Ecosystems23:06 Dichotomy Of Decentralization And Centralization27:19 Prediction Markets & Hidden Media Incentives30:54 Shift From Institutions To Individuals In Media32:20 TBPN & The Trade Magazine Model36:53 The Rise Of Direct Expertise In Media41:40 AI Content & Synthetic “Slop”49:05 Business In A Box For Local Media: Axios Local56:31 Rapid FireFollow Jordan on X- https://x.com/jrwolfeConnect with Brian Morrissey:- Website: https://www.therebooting.com/- The Rebooting Show: https://www.youtube.com/@The_Rebooting-g4c- People versus Algorithms Podcast: https://www.youtube.com/@peoplevsalgorithms- LinkedIn: https://www.linkedin.com/in/brianmorrissey/- Substack: https://therebooting.substack.com/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Rafik Kheffache, founder of Heliosand, for our first-ever in-person episode in Paris.This was a different kind of episode where Rafik asks me to pull back the curtain on Going Direct - why I started it, what I actually believe, and where it’s all going.Over the past year, I’ve had 50+ conversations with founders, engineers, and builders working on decentralized production, AI infrastructure, and the future of the real economy. This one was about connecting the dots and honestly, just have some fun over a few glasses of whiskey.It’s part philosophy, part story, part rant.Enjoy.Recording date: March 31, 2026Chapters00:00 Introduction01:18 Going Direct Podcast Adventure14:39 Geopolitics and Decentralization24:47 Heliosand Is Turning Garbage Into Gold32:31 Why Decentralization Is So Important37:48 Doing Business In Europe As An American42:14 The Minitel, Concorde, And Failed Innovation In France46:04 The French VC Scam & Work Culture55:21 French Lifestyle Is Pretty Damn Good01:05:00 Trading Bitcoin In Switzerland01:08:29 Is Elon Musk The Riches Men In The World?01:17:33 Simulation Theory01:26:54 Money = Freedom01:41:30 Incident With The French CIA (DGSE)01:46:34 French vs American Cultural Differences01:53:34 Bridge Building Between The US And France02:00:09 Importance Of Community And RelationshipsFollow Jordan on X:* https://x.com/jrwolfeConnect with Rafik:* Heliosand – https://heliosand.com/* LinkedIn – https://www.linkedin.com/in/rafik-kheffache/?locale=en* X – @KheffacheR62805Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit back down with Aleks Gampel, the co-founder and COO of Cuby, to talk about why construction has become less productive over time, why skilled labor shortages are getting worse, and why the current system still relies on fragmented crews and outdated methods.Cuby’s answer is to build mobile micro-factories that produce home components close to where the homes are actually being built.Among the topics we discuss are:* Why construction productivity has gotten worse since the 1950s* Why construction is really a logistics problem* Cuby’s proposed solution - Mobile Micro-Factories (MMFs)* Eliminating middlemen through vertical integration* Launching the first Cuby micro-factory in New MexicoEnjoy.Recording date: April 08, 2026Chapters00:00 Introduction03:50 Revisiting The Bottlenecks In Housing Construction06:04 Why Construction Has Regressed Over 60 Years09:32 Non-Obvious Problems In The Construction Industry11:26 Cuby's Approach To Housing14:03 Building High-Quality, Affordable Housing19:16 Cuby's Mobile Micro-Factory Progress23:22 Deploying The First Factory In The US27:16 The Going Direct Economy35:48 Applying The Toyota Production System To Construction37:38 Coordination vs Control41:10 Eliminating Middlemen43:03 Regulatory Maze & Zoning Codes45:43 Future Plans And Rapid FireFollow Jordan on X* https://x.com/jrwolfeConnect with Aleks Gampel:* LinkedIn – https://www.linkedin.com/in/iamaleksandrgampel/* Cuby – https://cubytechnologies.com/home* X - https://x.com/buildwithcuby?lang=enRemember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sat down with Will Fry, founder and CEO of American Operator, to talk about one of the biggest questions in the U.S. economy: who will own the next generation of small businesses?Among the topics we discuss are:* Why allowing Private Equity to buy up Main Street is a disaster for local communities.* The Great Ownership Transfer (6 million businesses for sale).* The fatal flaw in most small business acquisitions.* American Operator’s, “Operate-to-Own” Model: From 10% to 70% equity.* Why Capital, not Operators, is the biggest bottleneck.Enjoy.Watch/listen on YouTube, Spotify, and Apple PodcastsRecording date: April 1, 2026Chapters00:00 Introduction04:02 Importance Of Local Business Ownership07:05 From Mainshares To American Operator17:28 Will's AHA Moment20:20 The Operate-To-Own Model Explained25:50 Scaling And Governance Challenges27:42 How To Create Leverage For Local Business Owners30:18 Why AO is a Holding Company, Not a PE Fund32:17 The Vision For Going Public And Reviving The American Dream35:11 Will's Background42:21 Financialization And Its Effects On Society48:36 The Future Of Small Business Ownership In America53:25 Problems With The Franchise Model57:59 Using Content To Build Trust01:01:19 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeConnect with Will:* X (Twitter) – https://x.com/buysellsmb* LinkedIn – https://www.linkedin.com/in/fryw* Website – https://americanoperator.comRemember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Aaron Feigelman, the head of food systems at Cultured Supply, to discuss the hidden monopoly of broadline food distributors and the need to reimagine wholesale food distribution from the ground up. We discuss why the current supply chain forces suppliers to kill the nutrients in our food, High Pressure Processing (HPP) technology, and how the company we’ve been incubating, CS Juice, is using AI to build a decentralized distribution network for food service.Enjoy!Watch/listen on YouTube, Spotify, or Apple PodcastsRecording date: March 25, 2026Chapters00:00 Introduction03:19 Aaron's Interest In Improving The US Food System05:12 Taking A Full-Stack Approach07:23 Introducing CS Juice?10:54 Understanding Broadline Distribution14:44 High Pressure Processing (HPP) Technology17:17 HPP vs. Heat Pasteurization18:45 HPP Products In The Food Industry20:10 Why New Local Food Distributors Keep Failing26:19 The Production Layer & Vertical Integration30:44 Why Vertical Integration Is Not Common In Food40:24 Importance Of Going Direct42:45 70% Margin Or Die In Traditional Retail45:27 Why Software Alone Doesn’t Work48:56 Americans Pay A Lot For Low Quality Product52:26 Reimagining The Food System From First Principle53:40 Amazon vs Etsy59:28 Customer Service & Building Loyalty* Follow Jordan on X:* https://x.com/jrwolfe* Connect with Aaron:* LinkedIn: https://www.linkedin.com/in/aaronfeigelman/* CS Juice: https://www.csjuice.com/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Scott Porter, founder of Dynamic Green Products (DGP), to unpack an overlooked, unsexy corner of the real economy that literally keeps everything moving: industrial lubricants.Nearly 99% of lubricants today are petroleum-based. They’re part of an old, centralized system built on commodity inputs, distributor choke points, and entrenched incumbent brands.DGP is building high-performance, bio-based lubricants made from American-grown plants and soybeans. They are engineered to be drop-in replacements that outperform petroleum.But this conversation goes beyond oil. It’s about:* Changing how professionals buy lubricants by going direct* Disrupting a distributor-dominated industry* Competing with entrenched incumbents* Rebuilding domestic supply chains from the ground upEnjoy.Listen/watch on YouTube, Spotify, or Apple PodcastsRecording date: January 29, 2026Chapters:00:00 Introduction03:18 What’s Wrong With Industrial Lubricants06:23 Dynamic Green Products Overview11:42 Performance: Why Plants Can Beat Petroleum16:38 People: Operator Health And Safety19:22 Planet: Using American-grown Plants, Not Petroleum20:09 Working With World’s Largest Equipment Brands24:07 Applying The Going Direct Framework To DGP26:11 Pillar #1: Production30:41 Pillar #2: Wholesale Distribution34:30 Amazon vs Bricks-and-Mortar Retail45:49 Pricing Strategies for Bio-Based Products49:02 Supporting American Farmers And Building Domestic Supply Chains54:01 Reconnecting Production And Consumption55:03 Creators And The Future of Buying Lubricants01:01:26 Importance Of Knowing Your Customers01:06:13 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeScott & DGP Links:* Website: https://dgpworks.com* LinkedIn: https://www.linkedin.com/in/scott-porter-a09644b/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Andra Keay, a researcher on human-robot culture and head of Silicon Valley Robotics. We discuss the importance of ethical design in robotics, why humans form deep emotional bonds with physical machines, her 5 ethical laws of robotics, and how we can design robots that are actually good for humans.Enjoy!Recording date: March 10, 2026Watch on YouTube; listen on Spotify or Apple PodcastsChapters00:00 Introduction01:30 About Silicon Valley Robotics08:49 Designing Robots That Are Good For Humans17:51 Why We Treat Robots Like Humans21:46 Children And Robots25:36 Creating Robots That Emulate Humans30:38 Ethics And Incentive Structures In Robotics34:51 Andra’s Five Laws Of Robotics42:55 Policy And Regulation In Robotics44:26 Community Building In Robotics45:46 Andra’s Work At Singularity University48:48 Rapid FireFollow Jordan on X* https://x.com/jrwolfeConnect with Andra Keay* LinkedIn: https://www.linkedin.com/in/andra-keay* Substack: [email protected]* Silicon Valley Robotics: https://www.svrobo.org/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Toby Shorin, a researcher, writer, and technologist, to discuss his popular essay “Life After Lifestyle.” We dig into why the lifestyle brand era has ended, how culture is being “eaten” by financialization, and why Toby is starting to abandon culture as the main lens for understanding what’s happening now.Enjoy!Recording Date: February 18, 2026Watch on YouTube; listen on Spotify or Apple PodcastsChapters:00:00 Introduction03:36 Understanding The Going Direct Economy05:07 Brands Structure Our Relationships06:09 Life After Lifestyle Article08:37 The Era Of Lifestyle Brands16:31 Culture As A Concept Is Only 200 Years Old17:29 Culture vs. Tradition: A New Perspective20:20 The Financialization Of Everything26:15 Will AI & Robotics Create More Centralization?34:19 Controlling Production = Controlling Minds35:36 Defining The Cultural Production Service Economy36:24 From Making Goods To Making Culture44:21 Why Toby is Abandoning "Culture"48:37 Closing The Door On The Past59:39 Toby's BackgroundFollow Jordan on X:* https://x.com/jrwolfeLinks to Toby’s Work:* Website: https://tobyshorin.com/* Email: [email protected]* Essay: “Life After Lifestyle”: https://subpixel.space/entries/life-after-lifestyle/* Essay: “After Authenticity”: https://subpixel.space/entries/after-authenticity/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Saman Farid, founder of Formic, to get real about what it takes to deploy industrial robots in practice. We go deep into robotics-as-a-service, how we can make manufacturing more productive, and the labor reality for small/medium-sized manufacturers in the United States.If you want a dose of robot reality beyond flashy demo videos, you will enjoy this episode.Among the topics we discuss are:* Deployment gap in the robotics* Hidden labor crisis* Robotics as a Service (RaaS)* China vs U.S. manufacturing culture* How Formic turns automation from CAPEX to OPEX for their customers* Scale through coordination vs consolidationWatch on YouTube; listen on Spotify or Apple PodcastsEnjoy.Recording date: February 11, 2026Chapters:00:00 Introduction01:49 Why Factory Tours Should Be Mandatory09:08 State Of US Manufacturing16:36 Chinese vs American Approach To Manufacturing18:57 The Labor Debate25:40 Breaking Down Robotics-As-A-Service35:37 Importance Of Geographical Density37:47 Financing Automation40:55 Scale Through Coordination vs Control45:45 Challenges In Robotics Adoption51:40 Formic Capital Strategy56:26 Formic Longer-Term Vision58:13 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeConnect with Saman Farid:* X – https://x.com/samanfarid* LinkedIn – https://www.linkedin.com/in/samanfarid/* Website – https://formic.co/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Jan Liphardt, founder of OpenMind and Stanford professor, to discuss an important question that will shape the future: who should control intelligent robots?As AI and robotics converge, our economic and societal trajectory may hinge on whether robots become closed, black-box systems or open platforms that anyone can build on, audit, and deploy locally.Jan and the team at OpenMind are building OM1: an open-source, AI-native software stack for robotic systems. Think of it as Android for humanoids, with an App Store where developers can ship new skills to robots in the real world.Enjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording Date: January 23, 2026Chapters:00:00 Introduction02:15 Different Views On The Main Bottleneck In Robotics09:50 OM1 - An AI-Native Operating Systems For Robots14:51 Building The Connective Tissue20:16 Future Of Dexterity24:03 Openmind’s Hardware-Agnostic Approach28:32 Vertical Integration vs. Open Collaboration30:31 Building An App Store For Humanoids38:26 Long Tail Of Robot Training Data43:49 Data Utilization Challenges46:13 Edge AI And Hardware52:37 Working With OEMs and Enterprises59:58 Why Start A Company Now01:07:06 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeJan & OpenMind Links:* Website – https://openmind.org* GitHub – https://github.com/OpenMind/OM1* Email – [email protected] to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Meta Prime, a writer and online network builder whose work I discovered on Substack. Meta Prime and I do a deep dive into a recent essay he wrote titled, “The Necessity of Rebuilding the Social Structure in America.”We explore how and why America’s social fabric broke down, what rebuilding it looks like in practice, and how the Going Direct economy can play a central role in restoring it.Enjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording Date: January 08, 2026Chapters:00:00 Introduction04:51 Meta Prime’s Essay: The Necessity For Rebuilding Social Structure12:11 Defining Social Structure20:31 How To Start Rebuilding The Social Structure27:23 Meta Prime Project Background35:42 Building Parallel Systems42:50 Going Direct And Rebuilding The Social Structure47:16 Building Strong Networks In The Digital Age49:58 Decentralization And The Future Of Systems01:00:53 Building Practical Solutions01:04:41 Understanding Fraternal Networks01:08:27 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeLinks to Meta Prime’s Work:* Website – https://metaprime001.com/* Substack – https://substack.com/@metaprime001* X (Twitter) – https://x.com/MetaPrime001* Youtube – https://www.youtube.com/@metaprime001Resources Mentioned:* Area 2 Farms – https://www.area2farms.com/* Article: “On The Necessity of Rebuilding Social Structure” - https://metaprime.substack.com/p/on-the-necessity-of-rebuild-socialRemember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Sam Lessin, Cofounder and General Partner at Slow Ventures, to unpack why he believes decentralization is inevitable.Sam is an original thinker and really fun to talk to. He and the Slow team have built an impressive track record of being early and right. They’ve made early investments in Robinhood, Pinterest, Nextdoor, Solana, Airtable, and more.In this wide-ranging and entertaining conversation, we discuss:* How the Internet ironically became the greatest centralizing machine ever* How the, “Physics of Technology” make centralization and decentralization inevitable cycles* Why capitalism serves dollars, not people* Why Slow Ventures invests in unpopular ideas and refuses to be specialists* The brittle food system* VC’s broken incentivesEnjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording date: December 17, 2025Chapters00:00 Introduction01:44 Slow Ventures Approach To Investing04:41 The Role Of Content In Venture Capital07:41 Is Decentralization Inevitable?15:24 Why The Internet Centralized Everything17:43 Technology As Leverage To Decentralize23:59 Incentive Structures In Decentralized Models31:23 Early Facebook Days32:09 Current Narrative In Silicon Valley34:54 Delusion Of Greatness in Tech37:09 Birth Of Slow Ventures39:01 VC Challenges In Funding Decentralization42:45 How AI Is Changing Seed Investing45:47 Concept Of Memetic Warfare49:33 Slow Ventures Etiquette School51:32 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeLinks to Sam’s Work:* X – https://x.com/lessin* Slow Ventures – https://slow.co/* The Slow Ventures Guide to Etiquette – https://www.amazon.com/Modern-Etiquette-Technology-Finance-Society/dp/B0G43P4PBDResources Mentioned:* Meme Lord – https://www.memelord.com/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Onye Ahanotu, founder of Ikenga Wines, to unpack his wild idea of creating an entirely new beverage category in the U.S. Onye has invented a way to make palm wine, one of the oldest beverages on earth and a staple across the global South, without the palm tree.By bio-designing a “molecular palm sap” from different plant sources, Onye produces palm wine locally in Berkeley, California. Ikenga is a powerful example of how new forms of science can enable more decentralized production.In this episode, we discuss:* Why palm wine is one of the oldest wine categories most people have never heard of* Why traditional palm wine must be consumed within 1–2 days* How Onye bio-designs molecular palm sap from plants* Ikenga’s decentralized, local production model* Palm wine’s flavor profile* Why the middle market in wine is getting squeezed* How palm wine could become the missing pairing for global Southern cuisinesEnjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording date: December 8, 2025Chapters:00:00 Introduction00:51 What Is Palm Wine?02:47 Traditional Production Of Palm Wine07:54 Making Palm Wine Without The Palm Tree13:24 Onye's Journey To Making Palm Wine19:48 Creating A New Beverage Category21:28 Dialing In Different Flavor Profiles24:10 Current Production Capacity26:42 Understanding Shelf Life And Flavor Evolution29:10 Distribution Challenges In The Alcohol Industry32:38 Navigating Consumer Trends38:20 Future Of Beverages43:34 Pricing Strategy: Accessible Luxury45:59 Developing A Technical ExpertiseFollow Jordan on X* https://x.com/jrwolfeLinks to Onye’s Work:* Website – https://ikengawines.com/* Email – [email protected]* LinkedIn (IKENGA Wines) – https://www.linkedin.com/company/ikenga-wines/* Instagram (IKENGA Wines) – https://instagram.com/ikengawines* Instagram (Onye) – https://instagram.com/onyeahanotu* LinkedIn (Onye) – https://www.linkedin.com/in/onyeahanotuResources Mentioned:* The False Promise of Optimization by Coco Krumme - https://www.amazon.com/Optimal-Illusions-False-Promise-Optimization/dp/0593331117Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Oren Falkowitz, co-founder and CEO of Area 2 Farms, to discuss how he’s working to fix America’s food system by building hyper-local, soil-based, automated indoor farms that bring food production back to where people live. Oren has a very unique approach that combines local production and local distribution under one roof. We explore why moving the farm, not the food, is the future.Enjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording date: November 26, 2025Chapters:00:00 Introduction02:03 What’s Wrong With Our Soil?03:35 The Importance Of Soil Health07:24 Problems With The Current Food System10:17 Area 2 Farms Model21:36 Soil vs Hydroponics23:28 Operational Insights From The First Farm30:57 Robotics & Automation In Vertical Farming34:10 Area 2 Farms Product Mix38:53 Understanding The Economics Of Community Farming42:08 Scaling Farming Operations51:37 Role Of Real Estate55:33 Oren’s Journey From Cybersecurity To Community Farming59:56 Rapid FireFollow Jordan on X:* https://x.com/jrwolfeLinks to Oren’s work:* Area 2 Farms website – https://www.area2farms.com/* Area 2 Farms X - https://x.com/area2farms* Oren´s X – https://x.com/orenfalkowitz This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Brett Bivens, an active angel investor and Research Partner at July Fund, a venture capital firm focused on backing new technologies that improve the real world. We unpack a recent essay Brett wrote titled The Production Capital Mosaic, where he outlines 11 emerging financing models purpose-built for industrial technology.We explore why traditional venture and infrastructure capital fall short in this space, what it means to be a production capitalist, and how a new breed of firms is blending the DNA of Silicon Valley, Wall Street, and Washington, D.C. to rebuild Western industrial capacity.Enjoy!Recording Date: November 19, 2025Chapters:00:00 Introduction03:04 Defining Production Capital06:28 Carlota Perez & Technology Cycles10:17 Different Production Capital Models17:03 Defining Production Capitalists23:00 Do We Have A Shortage Of Capital Or Demand?25:08 Challenges In Scaling New Technologies31:21 Production Capital Models31:49 Model 1: Venture & Capital Markets Connectivity35:20 Model 2: GAP Capital (Growth & Project Finance)37:09 Model 3: Modern Merchant Banks39:46 Model 4: SPAC’s & PIPE’s41:09 Model 5: Venture Turnarounds45:01 Model 6: Techno-Industrial Holding Companies49:11 Model 7: Digital Capital Markets Orchestration50:51 Model 8: Growth Buyouts52:13 Model 9: Super Developers55:13 Model 10: Industrial Franchises01:03:10 Model 11: DePIN Projects01:07:15 Rapid FireFollow Jordan on X: * https://x.com/jrwolfeLinks to Brett’s Work:* Venture Desktop (Substack) –* LinkedIn – https://www.linkedin.com/in/brettbivens/Resources Mentioned:* Article: “The Production Capital Mosaic”Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Andy Hunter, founder and CEO of Bookshop.org, to unpack how their e-commerce platform operates as one big affiliate network to support independent bookstores. It’s the classic “David vs. Goliath” story where the company is giving small retail businesses a way to compete directly with Amazon. Against all odds, Bookshop.org is working. They’ve already raised over $43 million for indie bookstores and are just getting started.In this conversation we discuss:* The “Silver Lining” of Amazon’s dominance and the resurgence of local bricks-and-mortar bookstores.* How Bookshop.org handles logistics and supply chains for bookstores* How Bookshop.org operates like one big affiliate network* Expanding into eBooks* Why publishers and tranditional media outlets are important for book culture* The difference between algorithmic recommendations and human curation* Expanding this decentralized model to other industries to support local retailEnjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording Date: November 19, 2025Chapters:00:00 Introduction01:06 David vs. Goliath 02:10 Silver Lining Of Amazon’s Dominance 06:24 Chipping Away At Amazon And Supporting Independent Bookstores 11:46 How Bookshop.org Works20:33 One Big Affiliate Network: From Influencers to New York Times24:08 Role of Book Publishers And Wholesalers26:03 Launching During COVID-1932:32 Breaking Down the Economic Business Model37:53 Importance Of Staying Lean41:25 Expanding Into eBooks44:05 Supporting Independent Authors46:13 Media’s Role In Book Culture52:11 Optimizing For Human Happiness57:00 Applying Bookshop.org’s Model To Other Industries59:45 Rapid Fire* Follow Jordan on X:https://x.com/jrwolfe* Links to Andy’s Work:* Website - Bookshop.org* Email – [email protected] to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with my co-host Reiss to break down different decentralized production models - 3D printing, mini-mills, upcycling, and bio-manufacturing - and dive deeper into the world of bio-manufacturing. We explore how biology can create much more decentralized, cleaner forms of production and discuss the following topics:* Decentralized production methods: 3D Printing, Mini Mills, Upcycling, & Bio-manufacturing.* How synthetic biology uses sugar instead of petroleum to create all types of products.* The large infrastructure gap between high-value pharmaceuticals and lower-value Industrial biotech.* Importance of “sterility” in scaling bio-manufacturing.* Using insects as living bioreactors to produce proteins.* Advancements in trait-modified crops.* What’s needed to make bio-based products cost-competitive.Enjoy!Watch on Youtube, Spotify or Apple PodcastsRecording date: November 14, 2025Chapters:00:00 Introduction01:30 Decentralized Production Breakdown09:31 Explaining How Bio-manufacturing Works12:29 Important Role Of Feedstocks14:32 Pharma vs. Industrial Biotech18:17 Challenges In Scaling Bio-manufacturing23:55 Using Insects As Bioreactors28:55 Infrastructure Needed To Make Industrial Biotech Competitive33:06 Trait Modified Crops & Decentralized Farming35:58 Decentralizing Crop Production36:56 Cell-Based Chocolate Example42:23 Scaling Laws in Industrial Biotech51:18 Other Advancements In Crop Modification53:18 Bio-manufacturing WishlistFollow Jordan on X* https://x.com/jrwolfeResources Mentioned:* California Cultured (Cell-based Chocolate/Coffee) – https://www.cacultured.com/Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Kary Bheemaiah, VP and Chief Technology & Innovation Officer at Capgemini Invent, to unpack the real-world challenges behind next-generation robotics and industrial automation. We break down what actually happens when new robots hit messy, legacy production floors and the ugly economics of automation that most people never talk about. We also dive into Edge AI and why Kary firmly believes it’s the missing piece that will finally make generalized automation usable and deployable.Topics we cover:* How Edge AI acts as a “universal protocol translator” for legacy factories* The “BLOPE” problem (Bandwidth, Latency, Operational constraints, Privacy, Economics) in manufacturing* Why integration costs are 6-12x higher than the actual robot* The concept of, “asset-based consulting” and importance of getting hands dirty in the lab* China’s dominance in roboticsEnjoy!Watch on YouTube; listen on Spotify or Apple PodcastsRecording date: November 12, 2025Chapters:00:00 Introduction02:36 What Is Capgemini Invent?06:33 Breaking Down Edge AI12:13 The “Dirty Secret”: Why Integration Costs 6x The Robot12:43 Integration Challenges In Robotics20:25 Data Is #1 Main Bottleneck in Robotics25:12 Collecting Data By Vertical29:04 Keys To A Successful Robotics Implementation33:17 True Cost of Downtime In A Factory35:23 Evolving Landscape Of Robotics And AI42:46 Role Of Teleoperation In Training Robots48:33 Creative Destruction56:17 China’s Supply Chain Advantage01:02:16 Rapid FireFollow Jordan on X* https://x.com/jrwolfeLinks to Kary’s Work:* Capgemini Invent: https://www.capgemini.com/about-us/who-we-are/our-brands/capgemini-invent/* LinkedIn – https://www.linkedin.com/in/karybheemaiah/Other Resources Mentioned* Deep dive into Robotics watch this conversation with @PhysicalIntelligence : https://goingdirect.substack.com/p/38-karol-hausman-and-kevin-black-4b6Remember to go direct!JordanP.S. Build with love This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Nic Radford, co-founder & CEO of Persona, to discuss the current labor shortage in heavy industries, declining fertility rates, and how important robotics and automation are for building an optimistic future. While many companies are chasing the dream of a general-purpose home assistant robot, Persona is looking to deploy humanoid robots for heavy industrial use. In this conversation, we discuss:* Declining global fertility rates and the “demographic cliff”* Why he believes general-purpose home robots are still 10 years away* How Persona is Adapting NASA space technology for heavy industry* The strategy of dominating welding before moving to other industrial uses* Challenges of building a robotics company and escaping “Pilot Hell”* Lessons learned from building underwater robots at NauticusEnjoy!Watch on YouTube; listen on Spotify or Apple PodcastsChapters:00:00 Introduction02:28 Depopulation And The Need For Robotics09:06 South Korea Is A Society Without Children14:35 Labor Scarcity Is The True Driver For Robotics20:05 Persona AI’s Technology24:53 Why “General Purpose” Home Robots Is A Decade Away27:21 Persona AI’s Initial Focus: Welding in Shipyards32:27 Hyundai Partnership And Commercialization33:54 Persona AI Founding Story36:48 Training Data Strategies43:20 Navigating Supply Chains in Robotics45:15 Challenges in Crossing The Chasm In Robotics49:53 Lessons from Previous Robotics Company55:02 Personal Motivations and Inspiration To Work On Robotics01:00:22 Rapid Fire* Follow Jordan on X: https://x.com/jrwolfe* Links to Nic’s Work:* Persona – https://personainc.ai/* LinkedIn – https://www.linkedin.com/in/nicolaus-radford/Remember to go direct!JordanP.S. Build with loveThanks for reading Going Direct! Subscribe for free to receive weekly conversations and monthly recaps. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Chris Paxton and Michael Cho, the hosts of the @RoboPapers podcast, to geek out on all things robotics. We dive deep into the massive data gap, the pain of real-world evaluation, and what it will really take to power decentralized production with robots.Chris and Michael break down the pros and cons of different training methods, why physics is brutal, and why timelines are probably overhyped in the short term and underhyped in the long term.In this episode, we discuss:+ The RoboPapers podcast+ Biggest bottlenecks in robotics+ Pros/cons of different training methods+ Michael’s plan to use crypto incentives to gather robotics data+ The surprising first viable market for robots: Entertainment+ Why Chris is skeptical of “perfect” robot videosEnjoy!Watch on YouTube; listen on Spotify or Apple Podcasts.Recording date: October 25, 2025Chapters:00:00 Meet The Hosts Of Robopapers04:00 Chris Paxton’s Robotics Journey06:30 Michael Cho’s Robotics Journey11:33 Two Main Bottlenecks Holding Robotics Back16:40 Views On Training Methods: Teleoperation18:39 Views On Training Methods: Reinforcement Learning21:02 Views On Training Methods: Learning from Human Video28:20 Views On Training Methods: Sim-to-Real30:12 Solving The Training Gap35:02 Importance Of Robots In The Field39:47 Entertainment As A Gateway For Robotics41:27 Why Start the RoboPapers Podcast?43:43 Most Interesting Areas Of Robotics Research46:17 Egocentric Data Explained47:47 Michael’s Crypto Incentive Structure For Data51:34 Rapid FireFollow Jordan on X:https://x.com/jrwolfeLinks to Chris & Michael’s Work:RoboPapers Podcast – https://youtube.com/@robopapers?si=NOwQb-rFLeW5mBp1Chris Paxton on X – https://x.com/chris_j_paxtonChris Blog - https://cpaxton.github.io/Chris Substack -Chris LinkedIn - https://www.linkedin.com/in/chris-paxton-41aba958/Michael Cho on X – https://x.com/micoolchoBitRobot - https://bitrobot.ai/Michael’s LinkedIn - https://www.linkedin.com/in/michael-chung-yeung-cho/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

DescriptionI sit down with Alan Perlstein, founder and CEO of California Cultured, to discuss how they are reinventing the chocolate supply chain from the ground up. Using breakthroughs in plant cell culture and biomanufacturing, Alan and his team are creating real cocoa butter, flavor, and antioxidants directly from cells. Their vision is to build modular “cocoa breweries,” where they bypass cocoa farms altogether. We dive into how this approach could decentralize cocoa production, stabilize pricing, and reshape a $100B+ global industry.We break down:+ Problems with the current chocolate supply chains+ How, "tricking the cocoa cell" skips the farm entirely+ Alan's strategy for cost parity+ Biggest challenges with biomanufacturing+ How California Cultured protects its IP from large corporate partners+ Why the future of food production will be highly decentralized+ If you're interested in decentralized production, the future of food, and/or industrial biotech, this conversation is for you.Chapters:00:00 Introduction02:25 Chocolate 101: How It’s Made06:26 Cocoa Shortage09:00 Plant Cell Culture Explained11:08 How Cell-based Chocolate Is Made13:07 Secret Language of Plants16:00 California Cultured Distribution Strategy19:14 Roadmap to Cost Parity22:29 Understanding Cocoa Flavonoids25:07 Protecting IP From Large Corporate Partners29:01 5 Reasons Why Corporations Partner with Startups32:24 Biggest Challenges At California Cultured37:53 Alan’s Vision For California Cultured41:40 Version 6 Of Their Chocolate44:39 California Cultured’s Current Status46:52 Alan's Journey In Cell Cultured Foods50:56 Analytics Tools Are Changing The Game For Scientists52:56 Building Consumer Trust In Cell-Based Products55:34 Production Timelines59:31 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Alan's Work:California Cultured Website – https://www.californiacultured.comLinkedIn - https://www.linkedin.com/in/alan-perlstein/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with scientist-turned-investor Jenny Kan, co-founder and general partner at Juniper VC, to talk about why bio-manufacturing is critical to making cleaner chemicals, materials, ingredients, and products—closer to home.We discuss the shift from making things with petroleum to microbes, why decentralized production is key to national security and resilient supply chains, and the hard-won lessons from the last, “industrial biotech bubble.”Topics we cover:What industrial biotech and synthetic biology actually meanHow fermentation enables decentralized manufacturingWhy the “lab-grown meat bubble” burst (and what we learned)How AI & robotics let industrial biotech startups earn revenue earlierThe #1 mistake scientist-founders makeWhy the Pentagon now sees biotech as critical to national securityIf you’re interested in synthetic biology, deep tech investing, or the future of decentralized, clean production, this one’s for you.Recording date: October 26, 2025Chapters:00:00 Introduction01:18 Industrial Biotech Explained03:53 Explaining Feedstock05:25 Why We Must Replace Petroleum06:59 Fermentation And Decentralizing Production08:38 Explaining The Bio-Industrial Revolution10:11 Juniper VC And Investing In Bio-Industrial Startups11:07 Why The Biomanufacturing Bubble Keeps Popping14:11 AI's Impact on Biology16:43 Jenny’s Approach To Investing In Bio-manufacturing19:26 Current, "Fat" In Our Supply Chains23:12 Juniper’s Ecosystem Building Approach26:15 Venture Capital Signaling & Flex28:15 Jenny's Journey: From Scientist to Investor32:15 Current Fundraising Environment34:05 "Deep Truth" To Bio-manufacturing35:11 Explaining The Importance Of A Techno-Economic Analysis37:28 #1 Mistake Scientist-Founders Make38:32 Understanding Consumer Behavior41:27 Consumer Education Around Bio-manufacturing44:11 Top Geographies For Bio-manufacturing46:23 How We Accelerate the Bio-Industrial Revolution53:12 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Jenny's Work:Juniper Website – https://www.junipervc.com/Contact – [email protected] & [email protected]: https://www.linkedin.com/in/jennifer-kan/Key Influences and Resources Mentioned:Dr. Frances Arnold (Nobel Prize, Chemistry 2018) - https://www.linkedin.com/in/frances-arnold-b4992313/One Mighty Mill (Jordan's decentralized flour example) - https://www.onemightymill.com/collections/fresh-milled-breadSubscribe & Follow:Join the Substack – ⁠https://goingdirect.substack.com/subscribe⁠Listen on Listen on Apple Podcasts – ⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Tiny and I break down the why life in America is starting to feel like Fee City — from exploding housing, healthcare, and education costs to the middlemen shaping prices behind the scenes. Links to this past month’s video podcast conversations are below:That’s it for this month. Remember to go direct.With love,JordanThanks for reading Going Direct! Subscribe for free to receive weekly conversations and new posts. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Reiss and I break down the 3 pillars that need to be built to decentralize the real economy. We discuss how AI, robotics, and the creator economy are all in the process of dismantling the middlemen that currently dominate our economy.This is the foundational episode for understanding the Going Direct thesis on how technology, culture, and geopolitics are converging to make decentralization of the real world and direct exchange not just possible—but inevitable.Follow Jordan on X: https://x.com/jrwolfeChapters:00:00 Introduction01:38 Why Decentralization Is Becoming Possible03:50 3 Pillars Of Decentralizing The Real Economy05:01 Pillar 1: Decentralized Production - The Heart12:23 Pillar 2: Wholesale Distribution - From Gatekeeper to Connector17:14 Pillar 3: Direct Marketing - Creator Economy20:00 Power of Bricks-and-Mortar Retail22:44 Wrapping Up The 3 Pillars Of Decentralization24:23 "Business in a Box" Business Model26:23 Who Will Own All Of The Robots?28:24 Case Study: Why Independent Doctors In The US Are Disappearing35:25 When Things Become Too Centralized38:41 The 3 Macro Shifts Enabling Decentralization40:01 Shift 1: Technological (AI, Robotics, Automation)40:33 Shift 2: Cultural (Loss of Trust in Institutions)43:08 Shift 3: Geopolitical (Sovereign Supply Chains)50:35 AI, Robotics, & Automation Are Required For Decentralized Production52:37 Why Robotics Is Clearly The Future55:48 Wrap UpSubscribe & Follow:Join the Substack - ⁠https://goingdirect.substack.com/subscribe⁠Listen on Listen on Apple Podcasts – ⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy - ⁠⁠⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Liz Muller, co-founder and CEO of Deep Fission, to discuss their underground micro nuclear reactors, decentralized energy, and solve the skyrocketing energy demands of the AI boom.Liz breaks down the fundamentals of nuclear energy and shares her vision for building clean, safe, and cost-effective power sources that can be deployed in a decentralized way.Why nuclear is statistically the safest form of energy production we haveThe real problem with nuclear waste and a clear path to solving itWhy France successfully went all-in on nuclear energyHow Deep Fission's design could lower nuclear costs by 80%The serendipitous discovery behind their underground reactor conceptThe DOE pilot program and winning the energy race in the USHow decentralized nuclear can power the AI data center boomIf you're interested in the future of energy, decentralization, or how we'll meet the energy needs of AI, you won't want to miss this conversation.Chapters:00:00 Introduction01:59 Energy 101: What is Nuclear Fission?03:02 Fission vs. Fusion Explained03:35 Why Nuclear is The Only Clean & Reliable Power Source04:39 Why Nuclear Is The Safest Energy We Have06:10 Real Problem With Nuclear Waste07:29 Public Perception & Cost Challenges09:37 How Nuclear Waste Is Currently Stored11:02 Why France Succeeded With Nuclear Power11:56 Discovery Behind Deep Fission's Underground Reactors17:52 Deep Fission’s Modular Design21:07 Nuclear Fuel Supply Chain Explained26:27 Building Reactors A Mile Underground31:35 Gaining Community Acceptance for Nuclear Projects33:42 DOE’s Pilot Program: A Fast Path To Build by 202639:39 Decentralization and Efficiency in Energy Production42:15 Liz's Journey Into Nuclear Energy44:37 How Deep Fission Uses AI To Build Reactors48:19 Liz Predictions50:45 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Liz’s Work:Deep Fission – [https://www.deepfission.com](https://www.deepfission.com/) LinkedIn – https://www.linkedin.com/in/elizabethmuller/ Key Influences Mentioned:Luis Alvarez - https://ahf.nuclearmuseum.org/ahf/profile/luis-alvarez/Subscribe & Follow:Join the Substack - ⁠https://goingdirect.substack.com/subscribe⁠Listen on Apple Podcasts – ⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Karol Hausman and Kevin Black of Physical Intelligence (Pi) to unpack how they are building a general-purpose robot brain so any robot can perform any task, anywhere. We talk about the convergence of AI, robotics, and automation and what it will take to give machines true physical intelligence. How Vision-Language-Action Models (VLAs) differ from other AI models.The "Taylor Swift" moment that showed the capabilities of VLAsPi's strategy for open-sourcing models to accelerate research and development.The technical advancements in their Pi 0.5 model and "open world" generalization.The challenges of inference speed and context lengthImportance of low cost hardwareOpportunities for non-technical founders in roboticsIf you're interested in the future of general-purpose robots, physical AI, or the future of labor, then give this episode a listen/watch.#robots #ai #decentralizationChapters:00:00 Introduction02:11 Vision-Language-Action Model (VLA) vs Vision-Language Model (VLM)05:47 "Taylor Swift" Pivotal Moment In Robotics08:45 Training Robots With Natural Language Prompts10:55 Pi's "Action Expert" Architecture14:07 Pi’s Open Source Strategy17:16 Perspectives On Building Hardware23:17 Creating An Ecosystem For Physical Intelligence25:56 Pi 0.5 Model And Open World Generalization33:23 Hitting Diminishing Returns On Task-Specific Data36:21 Tackling Real-Time Inference Speed in Robotics39:38 Improving Context Length45:58 Importance of In-House Data Collection48:46 Opportunities For Service Providers In Robotics49:33 The Role of Hardware in Robotics51:05 Dealing with Edge Cases And Data Diversity53:27 Founding Story Of Pi56:33 Kevin’s Journey To Pi59:54 Opportunities For Non-Technical Founders In Robotics01:02:08 Exploring Areas For Early Deployment01:02:49 Rapid Fire Questions on Robotics01:03:01 One Assumption AI Researchers Get Wrong01:07:54 ClosingFollow Jordan on X: https://x.com/jrwolfeLinks to Karol & Kevin’s Work:Pi (Physical Intelligence) Website – https://www.physicalintelligence.company/ E-mail - [email protected] Follow Pi on X - https://x.com/Physical_int Kevin’s website - https://kevin.black/ Follow Kevin on X - https://x.com/kvablack Karol’s website - https://karolhausman.github.io/ Follow Karol on X - https://x.com/hausman_k Key Influences and Resources Mentioned:Sergey Levine’s Substack - https://sergeylevine.substack.com/ Subscribe & Follow:📰 Join the Substack – ⁠⁠⁠https://goingdirect.substack.com/subscribe⁠⁠🎧 Listen on Listen on Apple Podcasts – ⁠⁠⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠⁠⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠https://www.youtube.com/@goingdirect_/videos⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Tiny and I discuss the main blockers to going direct at scale, why we must endure short-term pain for long-term gain, and highlight this past month’s video podcasts (links below).#31 Dimitry Gershenson -Non-Dilutive Funding for Entrepreneurs; Capitalism’s Role In The New Economy#32 Kuba Graczyk: 3D Printer Factories, AI & U.S. Shoe Production #33 INSIDE GOING DIRECT: Capitalism in America vs Europe - Part 2#34 Jamie Gull: From SpaceX to VC; Investing In The Next Industrial Revolution#35 INSIDE GOING DIRECT: Gen Z’s Fight Against The Gatekeepers & Centralization This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Reiss and I discuss how over-centralization is hollowing out many of our local economies and sense of connection.We explore why rebuilding decentralized systems may be the only path to restoring both economic sovereignty and meaning in daily life. Topics include:The collapse of local food production through the story of One Mighty Mill who is trying to rebuild America’s organic flour supply chain from scratchThe Mumbai food ecosystem — a thriving, decentralized market now under siege by delivery appsHow “business-in-a-box” platforms and AI-assisted design can enable true decentralizationWhy tariffs, robotics, aging populations, and lower religiosity are going to shape the next era of productionChapters:00:00 Introduction00:35 Decentralizing the US Food System: One Mighty Mill09:15 Mumbai's Decentralized Food System13:43 Business in a Box Enabling Decentralization20:27 Key Trends Driving Decentralization: Tariffs, Robotics & More30:51 America’s Literacy Problem & Getting The Population To Care31:55 Finding Sources Of Meaning As Family & Faith are Declining34:37 Why Economic Opportunity Is King42:37 Short-Term Pain For Long-Term Gain45:09 VC’s Newest Muse: Vertical Integration & Trillion-Dollar Outcomes47:53 Why We’ve Lost The Motivation To Fight For What To Believe In53:59 All Humans Play Status Games01:00:03 The Mickey Mouse Economy01:03:40 Hidden Powers Of DecentralizationFollow Jordan on X: https://x.com/jrwolfeStatistics:Stone Mills in the U.S. Stats - www.onemightymill.com54% of adults in the U.S. have a literacy rate below a sixth grade level - https://www.thenationalliteracyinstitute.com/2024-2025-literacy-statistics#:~:text=21%25 of adults in the,were born outside the US.How the Global Religious Landscape Changed From 2010 to 2020 - https://www.pewresearch.org/religion/2025/06/09/how-the-global-religious-landscape-changed-from-2010-to-2020/How has marriage in the US changed over time? - https://usafacts.org/articles/state-relationships-marriages-and-living-alone-us/The Experiences of U.S. Adults Who Don’t Have Children - https://www.pewresearch.org/social-trends/2024/07/25/the-experiences-of-u-s-adults-who-dont-have-children/Does proximity matter in shopping behavior? - https://www.sciencedirect.com/science/article/abs/pii/S0965856425000990Resources Mentioned:Book - The Status Game: On Human Life and How to Play it by Will Storr - https://www.thescienceofstorytelling.com/booksArticle - The Mickey Mouse Economy by Oren Cass - https://www.commonplace.org/p/our-mickey-mouse-economyThe UK and India just signed a 'historic' free trade deal - https://www.weforum.org/stories/2025/05/uk-india-free-trade-deal/Why Gen Z is Saying “No” to Romance and What it Means for Us All - https://firstthings.org/why-gen-z-is-saying-no-to-romance-and-what-it-means-for-us-all/?utm_source=chatgpt.comReinventing Retail: How local kirana stores are adapting to India’s quick commerce boom - https://economictimes.indiatimes.com/small-biz/sme-sector/reinventing-retail-how-local-kirana-stores-are-adapting-to-indias-quick-commerce-boom/articleshow/122082309.cms?utm_source=chatgpt.com&from=mdrThe Protolabs Network Standard - https://www.hubs.com/partner-network/Subscribe & Follow:📰 Join the Substack – ⁠⁠⁠https://goingdirect.substack.com/subscribe⁠⁠🎧 Listen on Listen on Apple Podcasts – ⁠⁠⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠⁠⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠https://www.youtube.com/@goingdirect_/videos⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

I sit down with Gaurab Chakrabarti, co-founder & CEO of Solugen, to discuss how the company is building mini chemical plants across the U.S. — without petroleum. Solugen is living proof that decentralized, clean production is possible. They have bold ambitions to transform the $5 trillion chemical industry. In this episode, we discuss:Solugen’s mission to decarbonize the chemical industryWhy chemicals are “the coolest thing on earth”How to break the distribution monopoly in chemicalsPractical impacts of cleaner industrial processesWorking with the Department of Defense and re-industrializing the USWhy execution must be perfect to win customer trustEnjoy!#biotech #ai #decentralization Chapters:00:00 Introduction02:01 What’s Wrong With The Traditional Chemical Industry06:36 Why True Innovation Is Required To Make Decentralization Work08:11 Breaking Down Solugen's Innovative Way To Make Chemicals12:32 How Solugen Chooses Chemicals To Make13:30 Bioforge: A New Era In Chemical Manufacturing16:46 Using Sugar vs Hydrocarbons To Make Chemicals18:09 Chemical Product Mix19:40 Cost To Build A Bioforge vs. Traditional Chemical Plant21:21 Importance Of Owning Your Own Distribution24:17 Solugen's Growth Plans28:32 Cost of a Bioforge and DOE Loan Commitment29:55 Government Investment & Re-industrialization31:39 How Manufacturing Strengthens Community35:08 Gaurab's Background and Founding Story39:45 Difficulties Of Complete Vertical Integration40:57 Tweet Breakdown: Physical Reality Outruns Code47:58 Challenges To US Re-Industrialization50:15 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Gaurab’s Work:Solugen – https://www.solugen.comLinkedIn – https://www.linkedin.com/in/gaurabchakrabarti/Key Influences and Resources Mentioned:NEPA - https://www.energy.gov/gdo/national-environmental-policy-act-nepaSubscribe & Follow:📰 Join the Substack – ⁠⁠https://goingdirect.substack.com/subscribe⁠🎧 Listen on Listen on Apple Podcasts – ⁠⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Reiss Jones to explore how centralization and decentralization shape our economies, cultures, and daily lives. From the food supply chain to dating apps, they unpack how power in many areas of life is extremely concentrated and what it means for Gen Z’s trying to navigate today’s world.Topics include:What centralization really meansHow a handful of companies control most of the global food supplyWhy the “messy middle” of distribution blocks innovationThe role of high-pressure processing (HPP) in decentralizing food systemsHow Gen Z faces stacked odds in housing, education, and datingWhy entrepreneurship may be the only way forwardConserved norms of masculinity, femininity, and social expectationsHow Gen Z can take agency and build a different pathChapters:00:00 Introduction01:32 Defining Centralization07:22 Realities Of Gen Z vs Millennials09:36 10 Companies Control The Global Food Supply13:35 Consolidation Is Extremely Powerful17:20 America’s Broken Food System19:27 High-Pressure Processing (HPP) Explained23:55 Distributors Are The Gatekeepers Of Food In America27:11 Can Decentralization Compete with Scale?29:16 Technology Should Be The Enabler To Drive System Change31:06 Centralization In Online The Dating Market39:27 “Game on the Field” For Gen Z Today44:06 Cards Are Stacked Against Young Men47:47 Dark Feminism50:32 Gen Z’s Reality: Housing, Debt, and Dating Struggles55:37 Is Entrepreneurship Essential for Gen Z?57:31 ClosingFollow Jordan on X: https://x.com/jrwolfeStatistics and SourcesThe Food Supply: 10 Companies Own It All - https://www.good.is/this-infographic-shows-how-only-10-companies-own-all-the-worlds-food-brands#:~:text=So whether you're looking, you could hope to buy.Retail Spend in the U.S - https://www.statista.com/statistics/187439/share-of-e-commerce-sales-in-total-us-retail-sales-in-2010/Education & Housing from 2000 to 2022 - https://www.livenowfox.com/news/how-hard-is-afford-home-today-vs-25-years-ago Resources Mentioned:Peter Thiel’s Critiques of Higher Education – https://thielfellowship.orgFreya India’s Girls Substack – https://freyaindia.substack.comDiary of the CEO - https://open.spotify.com/show/7iQXmUT7XGuZSzAMjoNWlX?si=55c95868c9e044f0Dark feminism - https://www.theguardian.com/world/2024/dec/29/welcome-to-the-femosphere-the-latest-dark-toxic-corner-of-the-internet-for-womenSubscribe & Follow Going Direct 📰 Join the Substack – ⁠https://goingdirect.substack.com/subscribe🎧 Listen on Listen on Apple Podcasts – ⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Jamie Gull, founder and solo GP of Wave Function Ventures, to explore investing across aerospace, energy, and robotics to drive the next wave of re-industrialization.Jamie is a former Space-X engineer who prescribes to the, “techno-industrialist” movement and invests in technical founders at the earliest stages. They unpack:Why venture capital is swinging back to hard assetsMissing pieces holding back U.S. reindustrializationWhy talent is still the biggest bottleneck in deep techHow storytelling can make or break a hard tech founderWhat it was like building reusable rockets at SpaceXThe future of humanoid robotics and real-world AI training dataIf you’re interested in deep tech, including the future of space, energy and robotics, then you will enjoy this conversation.Chapters:00:00 Introduction02:08 Explaining Techno-Industrials03:27 Shift In Venture Capital Towards Hard Tech05:49 Missing Pieces Of U.S. Re-industrialization10:24 Impact Of Protectionism On Innovation15:19 Deep Tech Incrementalism vs. Breakthroughs21:03 Aerospace & Space Investment Challenges24:09 Jamie’s Views On The Drone Market27:03 Energy As A #1 Investment Focus31:44 Complexity Of Building Real-World Infrastructure33:55 Lessons From Working at SpaceX37:38 Deep Tech Founders Must Master The Art Of Storytelling39:49 Jamie’s Background45:09 Starting Wave Function Ventures47:09 Robotics, Humanoids & Training Data54:13 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Jamie’s Work:Wave Function Ventures - https://www.wavefunction.vc/LinkedIn – https://www.linkedin.com/in/jamie-gull/X – https://x.com/jamiegullE-mail - [email protected] & Follow:📰 Join the Substack – https://goingdirect.substack.com/subscribe⁠🎧 Listen on Listen on Apple Podcasts – ⁠https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Reiss Jones to discuss capitalism in America vs Europe. This is the second of a 2-part conversation where we discuss the European system in detail. We unpack:What values-led capitalism really meansWhy reality is messyEurope’s perfectionism vs. America’s “man in the arena” mentalityThe gray areas in European business vs. U.S.Why distribution, middlemen, and monopsonies keep costs highHow decentralization and going direct can break the cycleHow to align values with a startup’s incentive structureWhy European founders often move to the U.S. for scale#capitalism #decentralization #startups #AIFollow Jordan on X: ⁠https://x.com/jrwolfe⁠Follow Reiss on LinkedIn: ⁠https://www.linkedin.com/in/reissjones/ Contact Reiss: ⁠[email protected]⁠Chapters:00:00 Introduction00:59 Defining Values-Led Capitalism05:17 U.S. “Man in the Arena” vs. European Perfectionism10:11 Reality Is Messy12:48 Living Inside vs. Outside The System17:01 Bureaucracy In France21:54 Gray Areas Reinforce Bureaucracy33:31 Values Breakdown: Europe vs US36:13 Government-Led vs. Consumer-Led Capitalism39:27 Market Control And Decentralization41:17 The Role Of Middlemen & Decentralization46:05 Future of Wholesale Distribution48:34 80% of Global Retail Spend Is Still In-Store54:10 European Startups: Values Over Economic Sustainability58:07 European Startup Ecosystem58:29 Is Entrepreneurship In Europe A Game For The Rich?01:00:06 Final Takeaways: Stoicism & Realism👉 Key References Mentioned:Teddy Roosevelt’s “Man in the Arena” speech - https://www.youtube.com/watch?v=A311CnTjfos“World Models” by Ha & Schmidhuber (2018) – https://arxiv.org/abs/1803.10122Statista: 80% of Global Retail Spend is Still In-Store - https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/Subscribe & Follow:📰 Join the Substack – https://goingdirect.substack.com/subscribe🎧 Listen on Listen on Apple Podcasts – https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠https://www.youtube.com/@goingdirect_/videos⁠⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Kuba Graczyk, founder & CEO of Koobz, to explore how AI, 3D printing, and automation are transforming footwear manufacturing.Kuba has invented a one-step production process where they 3D-print an entire shoe in a single pass. Koobz is building printer farms around this invention to bring shoe production back to the U.S. Koobz is already working with some of the world’s biggest footwear brands as a Tier-1 supplier. Jordan and Kuba discuss:Why footwear hasn’t meaningfully innovated in decadesHow low-cost printers + AI unlocked Koobz’s breakthroughWhy domestic shoe manufacturing is suddenly viableHow re-industrializing America can boost everyday happinessThe shift from “build a brand” to becoming a Tier-1 supplierEnjoy!#3dprinting #manufacturing #robots #ai #decentralizationChapters:00:00 Introduction03:23 Why Footwear Production Hasn’t Changed Much 12:28 Is 3D Printing About To Have It’s Chat-GPT Moment?18:40 Using AI As A Solo-Founder22:03 Koobz’ Mission: Bring Manufacturing Back To America24:03 Kuba's Entrepreneurial Journey30:04 Koobz’ Tech Stack35:28 Printing An Entire Shoe In One Step38:13 Koobz Biggest Challenge40:01 Why Local Manufacturing Matters For Our Happiness44:35 Growing Up In Poland & Journey To America51:53 Becoming A Tier-One Supplier To The World’s Biggest Shoe Brands57:29 Rapid FireFollow Jordan on X: https://x.com/jrwolfeLinks to Kuba’s Work:Koobz– https://www.koo.bz/LinkedIn – https://www.linkedin.com/in/kuba-graczyk/Buy your Koobz shoes at KitoWare Store – https://kitowares.online/collections/allSubscribe & Follow:Join the Substack – https://goingdirect.substack.com/subscribeListen on Apple Podcasts – https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠https://www.youtube.com/@goingdirect_/videos⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Dimitry Gershenson, Co-Founder & CEO of Enduring Planet, to discuss the importance of non-dilutive funding for early-stage entrepreneurs building in the real economy. Dimitry believes every part of the economy, from cement to diapers, must change to build a clean, resilient future. They discuss:Why non-dilutive funding matters and current credit gap left by traditional financeExamples of what Enduring Planet finances and how they differ from banksWhy financial literacy is a blind spot for many founders (and how to fix it)The challenges and opportunities of financing decentralized infrastructure projectsIf you’re interested in climate tech, decentralized systems, or rethinking how we finance the future, check it out.#capitalism #ai #entrepreneurship #climate Follow Jordan on X: https://x.com/jrwolfeLinks to Dimitry’s Work:Enduring Planet – https://www.enduringplanet.comLinkedIn – https://www.linkedin.com/in/dimitrygershensonKey Resources Mentioned:Calvert Impact Bonds – https://www.calvertimpactcapital.org Chapters:00:00 Introduction02:22 Defining Climate Technologies03:58 Why Non-Dilutive Funding Matters06:14 Credit Gap In Traditional Finance13:09 Capital Formation And Fundraising Strategies16:26 Issuing Green Bonds19:17 Enduring Planet Financing Examples25:38 Enduring Planet Lending Terms27:18 Founders Lack Financial Literacy31:28 Financing Decentralized Systems34:26 Challenges In Financing Decentralized Projects39:28 Why Founders Choose Enduring Planet42:21 Early Lessons Learned45:16 Federal Funding Realities47:44 Why Financial Literacy For Founders Is Important49:12 Aligning Desired Outcomes With Business Model & Capital Strategy53:26 Rapid FireSubscribe & Follow:Join the Substack – https://goingdirect.substack.com/subscribeListen on Apple Podcasts – https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – https://www.youtube.com/@goingdirect_/videos⁠ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Reiss to discuss capitalism in America vs Europe. This is part 1 of a 2-part conversation. They unpack:Why American capitalism feels more “sociopathic” than Europe’s modelHow corporate incentives create soulless systemsThe role of AI and automation in enabling decentralized productionWhy robotics and industrial policy are key enablers for a decentralized futureThe tension between “freedom from” (Europe) vs. “freedom to” (America)Will organic (humnans) or inorganic (AI) systems winFollow Jordan on X: ⁠https://x.com/jrwolfe⁠Follow Reiss on LinkedIn: ⁠https://www.linkedin.com/in/reissjones/ Contact Reiss: ⁠[email protected]⁠Chapters:00:00 Introduction02:39 Is The U.S. Economy Inherently Sociopathic?08:51 “Freedom From” In Europe vs. “Freedom To” In The US14:47 Defining Sociopathy17:34 Economic Systems And Incentive Structures18:45 Decentralization And Community Values25:37 Detroit, MAGA, And Rethinking Community35:28 Revisiting Freedom From vs Freedom To39:40 Innovation Economy And Silicon Valley48:33 Will Inorganic Systems (AI) Take Over Humanity?53:23 The Venture Capital Game55:41 Obsession, Workaholism & Definition Of Success57:17 Positives Of “Sociopathic Capitalism”01:02:19 Closing ThoughtsSubscribe & Follow:📰 Join the Substack – ⁠https://goingdirect.substack.com/subscribe⁠🎧 Listen on Listen on Apple Podcasts – https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663⁠Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy – ⁠⁠⁠https://www.youtube.com/@goingdirect_/videos This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Bernt Bornich, founder & CEO of  @1X-tech , to discuss how humanoid robots and AI will transform the way we work, produce, and live. Bernt shares his vision for building an AGI company that uses robots to solve both intelligence and general laborWhy the internet is much smaller than you thinkChallenges with AI training data and robot performanceWhy 1X Technologies is fully vertically integrated1x’s strategy behind deploying robots in homes before workplacesThe role of AI in enabling robots to interact with the physical worldIf you're interested in robotics, the future of labor, or AI that interacts with the physical world, don’t miss this one.#robots #ai #decentralization #humanoids Chapters:00:00 Introduction02:07 Robotics Going From Specialized To General Systems05:51 Having A Dystopian View Is Easy07:35 Insane Amounts Of Data Are Needed For Robots To Work12:16 Why Robot Data Is More Valuable Than Internet Data15:56 Real-World Training Challenges22:50 Social Context & The Intelligence Gap28:56 World Models Breakdown33:30 Reinforcement Learning Breakdown40:18 Teleoperation Breakdown42:21 Simulation Training Breakdown45:38 Why 1X Is Fully Vertically Integrated51:16 1X Humanoid Design Decisions55:54 Rationale For Going Through The Home First59:28 Importance Of Early Adopters1:01:01 Rapid Fire: Robot Myths, Predictions, & Sci-Fi🔗 Follow Jordan on X: https://x.com/jrwolfe👉 Links to Bernt’s Work:- 1X Technologies – https://www.1x.tech- Twitter – https://x.com/berntbornich- Instagram – https://www.instagram.com/bbornich/- LinkedIn – https://www.linkedin.com/in/bernt-børnich-032ba38/?originalSubdomain=no 👉 Key Influences and Resources Mentioned:- Paper: “World Models” by Ha and Schmidhuber (2018) – https://arxiv.org/abs/1803.10122- Book: Life 3.0 by Max Tegmark –  https://www.amazon.com/Life-3-0-Being-Artificial-Intelligence/dp/024123719X- Research: “The Bitter Lesson” by Rich Sutton – https://www.cs.utexas.edu/~eunsol/courses/data/bitter_lesson.pdfSubscribe & Follow:📰 Join the Substack – https://goingdirect.substack.com/subscribe 🎧 Listen on Apple Podcasts – https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663📺 Subscribe to YouTube for more deep dives on decentralization, robots, and the real economy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Dr. Manan Shah, ENT surgeon and co-founder of Wyndly, to talk about his radically more effective and direct approach to treating allergies.From launching a telehealth startup during the pandemic to treating thousands of patients across all 50 U.S. states, Manan shares Wyndly’s direct care model that cuts out the healthcare middlemen to offer cheaper and more effective treatments to his patients. This episode is a must-listen for anyone interested in the future of medicine and how doctors are using content to create new direct care models.Enjoy!#healthcare #capitalism #technology🔗 Follow Jordan on X: https://x.com/jrwolfe👉 Links to Manan’s Work:Wyndly – https://www.wyndly.comYouTube Channel – https://www.youtube.com/@wyndlyhealthInstagram – https://www.instagram.com/wyndlyhealth/Tik Tok: https://www.tiktok.com/@wyndlyteam?lang=enEmail – [email protected]👉 Key Influences and Resources Mentioned:00:00 Introduction00:55 The Problem With How We Treat Allergies Today01:48 An Allergy Shot Explained05:50 Sublingual Immunotherapy Explained13:01 Direct Care For Allergy Treatment14:20 Sublingual vs. Traditional Allergy Shots16:03 Why Allergy Rates Are Skyrocketing21:50 Starting Wyndly: From Surgeon to Founder26:02 Economics of Allergy Care And Why Direct Care Is Cheaper32:42 Burden of Middlemen In Healthcare34:18 Wyndly Treats Patients Nationwide36:28 Manan’s Early Journey38:35 Content Creation as a Doctor41:26 Understanding Licensing In Telehealth44:02 YouTube As His Preferred Platform46:49 Future Of Direct Care Models50:09 Balancing Being A Doctor, CEO, & Creator55:54 Rapid Fire Insights📰 Join the Substack – https://goingdirect.substack.com🎧 Listen on Spotify – https://spoti.fi/3SjDliK🎧 Listen on Apple Podcasts – https://bit.ly/3IfV6xK📺 Subscribe to YouTube for more conversations on decentralizing the real economy and going direct. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Reiss for a deeper dives into the ideas behind Going Direct. Reiss is an inventor, technologist, and recent Thiel Fellow whose work is deeply aligned with the show’s core theme of decentralization. Together, they explore the meaning of decentralization and its implications for the future of work, production, and purpose. From farm automation in South Korea to factory towns in Detroit and Cadbury’s model villages in England, it’s a wide-ranging and thought-provoking conversation.Follow Jordan on X: https://x.com/jrwolfeFollow Reiss on on LinkedIn: https://www.linkedin.com/in/reissjones/Contact Reiss: [email protected] Influences and Resources Mentioned:The Way of a Pilgrim (Anonymous author) - https://en.wikipedia.org/wiki/The_Way_of_a_PilgrimThe Thiel Fellowship - https://thielfellowship.org/Cadbury’s Bournville factory town https://www.cadburyworld.co.uk/Dylan Patel, SemiAnalysis - https://open.spotify.com/episode/19YcHE2tHTRPiXOxrH1NX6?si=c2a93de276ae46fcJoseph Chen - Writing on AI and lonelinessChapters:00:00 Introduction And Backgrounds01:58 On Being An Atheist Who Prays07:24 Growing Up In A Small UK Village & Dropping Out Of College09:59 Thiel Fellowship & Silicon Valley Culture Shock11:36 US vs. Europe: Culture, Ambition, And Work-Life15:29 Jordan's History: Detroit And Factory Towns21:38 Importance Of Roots And Community27:13 Automation in Korea’s Aging economy32:45 Balancing Values With Market Brutality35:02 Centralization, AI, And The Loneliness Crisis38:55 Centralization vs. Decentralization Debate44:13 Impact of Automation On Labor In The East vs West55:06 Capitalism Losing It’s Competitive Edge56:04 Can Decentralization Make Capitalism Competitive Again?59:18 Decentralization As A Path ForwardSubscribe & Follow:Join the Substack – https://goingdirect.substack.comListen on Spotify – https://open.spotify.com/show/6w1ePcNc7D1HUMkTkSRCz4?si=802a4c88bfd34149Listen on Apple Podcasts – bit.ly/3IfV6xKSubscribe to YouTube for more conversations on decentralizing the real economy.#decentralization, #capitalism, #AI, #robots This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Joe Cross, a globally recognized nutrition advocate, thought leader, author and filmmaker who created a lifestyle revolution around the simple concept of juicing. He produced and starred in the award-winning documentary film, “Fat, Sick & Nearly Dead,” which has been seen by more than 30 million people worldwide. Joe is also the cofounder of Nama, one of the most successful creator-led brands in the world that very few people know about.In this episode, Joe shares his transformation from finance professional to health advocate to cofounding Nama. They dive deep into the early days of the creator economy, how Joe built an audience before launching a product, and how Nama has built and supports a community of over 300 creators with a radically human approach to affiliate partnerships.This is a masterclass in working with creators to go direct.Enjoy!Follow Jordan on X: https://x.com/jrwolfeLinks to Joe’s Work:Nama Juicers: https://namawell.comWatch Fat, Sick & Nearly Dead: https://www.rebootwithjoe.com/joes-films/Follow Joe on IG: @joethejuicerWebsite www.rebootwithjoe.comKey Influences and Resources Mentioned:Matt Jacobson - Facebook’s 8th employee - https://open.spotify.com/episode/4MrwI5FFv8TiI0PzUG0Cxj?si=e004e5988a4443f8The 80/20 Juicing Rule - https://namawell.com/en-fr/blogs/guide-to-juicing-videos/the-80-20-ruleChapters:00:00 Introduction00:40 Joe Cross: The Juicing Legend06:46 Selling His Business To Save His Life10:58 Inventing The Juice Fast12:23 'Fat, Sick and Nearly Dead' Documentaries19:48 Building Community By Going Door To Door23:51 Why Australia Leads In Juicing & Coffee Culture28:55 From Films To Founding Nama37:26 Choosing A Creator Network Model46:37 Rise Of Micro-Influencers50:05 Nama’s In-House Creator Agency54:50 Power Of Affiliate Marketing57:46 NAMA's Impressive Growth01:01:25 Expanding Into Amazon01:08:15 Rapid Fire: What Should Die In Wellness?#FatSickAndNearlyDead #JoeCross #NamaJuicers #WellnessBrandSubscribe & Follow:Join the Substack – goingdirect.substack.comListen on Spotify – https://spoti.fi/3SjDliKListen on Apple Podcasts – bit.ly/3IfV6xKSubscribe to YouTube for more conversations on the role of creators in decentralizing the real economy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Luca Prosperi, founder of M0, a universal stablecoin platform. They dive deep into why Luca believes that everything in the future is a bank and how the infrastructure M0 is building can enable anyone to issue their own stablecoin. From working at the frontier of crypto to reflecting on the philosophy of money itself, Luca shares a systems-level vision for the future of finance. If you want to better understand how money works or where the future of finance is going, you’ll want to listen to this one. Enjoy!Follow Jordan on X: https://x.com/jrwolfe Links to Luca’s Work:M0: https://m0.org- Luca on Substack: https://luca-prosperi.substack.comFollow Luca on X: https://x.com/LucaProsperiContact: [email protected] Influences and Resources Mentioned:Incompleteness Theorem by Kurt Gödel - https://en.wikipedia.org/wiki/G%C3%B6del%27s_incompleteness_theoremsDavid Foster Wallace - https://en.wikipedia.org/wiki/David_Foster_Wallace-Jeff Bezos - https://en.wikipedia.org/wiki/Jeff_BezosFounders Podcast - https://open.spotify.com/show/7txiovdzPARhjm18NwMUYj?si=a9f2d4f9645e4a5bMatt Levine (Money Stuff) - https://www.bloomberg.com/opinion/authors/ARbTQlRLRjE/matthew-s-levinePacky McCormick (Not Boring) - https://www.notboring.co/Simon Taylor (Fintech Brainfood) - https://www.fintechbrainfood.com/Chapters:00:00 Introduction01:13 Understanding Money08:25 Simple Breakdown of Stablecoins11:05 Why Stablecoin Adoption Is Accelerating13:34 GENIUS Act and Why It’s A Game-Changer20:30 Stablecoins Are Safer Than Bank Deposits24:28 Centralization vs. Decentralization In Banking30:11 What Is M0?36:17 Stablecoins May Quickly Become Commoditized38:44 Real M0? Use Cases41:50 Future Of Lending45:00 Stablecoins In the Real Economy49:54 Current Status Of M051:52 Why Luca Is Building A New Financial System54:03 Changing Systems Is More Art Than Business57:19 How M0 Measures Success01:00:37 Rapid Fire: Influences, Resources, and MoreSubscribe & Follow Going Direct: Join the Substack – https://goingdirect.substack.com/ 🎧 Listen on Spotify – https://spoti.fi/3SjDliK 🎧 Listen on Apple Podcasts –  bit.ly/3IfV6xK 📺 Subscribe on YouTube for more conversations on how we can use technology to decentralize the real economy and bring us back closer to what matters - https://www.youtube.com/watch?v=EMC14SK4uz4 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Alex Barrett, founder of Meroka, a company on a mission to rebuild independent medical care in the U.S. They are focused on helping independent medical practices stay independent by transitioning ownership to existing employees and building an entire tech stack to help them run the practices. No more private equity rollups or corporate burnout for physicians.If you care about decentralization of our healthcare system and keeping local businesses in the hands of the community, this one’s for you. Enjoy.Follow Jordan on X: https://x.com/jrwolfeLinks to Alex's Work:Meroka – https://meroka.comFollow Alex on LinkedIn: https://www.linkedin.com/in/alex-barrett/Contact: [email protected] Influences and Resources Mentioned:Physicians Advocacy Institute Report/Avelere Report on physician employment & consolidation - https://www.physiciansadvocacyinstitute.org/PAI-Research/PAI-Avalere-Study-on-Physician-Employment-Practice-Ownership-Trends-2019-2023Yoni Rechtman’s private practice investment thesis at Slow Ventures - https://99d.substack.com/p/our-private-practice-thesis Shopify as a model for decentralization - https://www.shopify.com/ Chapters:00:00 Introduction00:42 Consolidation Of The Healthcare Industry In The US02:43 Who Actually Owns Medical Practices?04:33 Dirty Secret Of Flat Reimbursement Rates06:07 Different Ownership Models Of US Medical Practices10:33 Administrative Burdens On Independent Practices16:14 Transitioning Ownership In Medical Practices23:41 Introducing Meroka30:02 Meroka Vision And Business Model31:45 What’s It Like To Work With Meroka33:23 Private Equity In Healthcare37:08 Funding And Liquidity For Independent Practices39:03 Building A Technology Backbone For Independent Practices45:00 US vs. Canadian Healthcare46:50 Why Alex Is Doing This Work49:36 Rapid Fire: Trends, Myths & Mentors📢 Subscribe & Follow📰 Join the Substack – https://goingdirect.substack.com🎧 Listen on Spotify – https://spoti.fi/3SjDliK📺 Subscribe to YouTube for more conversations on decentralizing the real economy - https://www.youtube.com/@goingdirect_ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Dr. Spencer Nadolsky, a physician, creator, and founder of Vineyard, a virtual clinic focused on obesity. They dive into America’s broken healthcare system, the obesity epidemic, the rise of GLP-1s like Ozempic and Zepbound, and how Spencer’s humorous Instagram content became the launchpad for Vineyard, a new direct care model for healthcare.Spencer is a perfect example of a professional-class creator bypassing the gatekeepers and middlemen that dominate the healthcare industry to provide direct care to his community.🔗 Follow Jordan on X: https://x.com/jrwolfeLinks to Spencer's Work:Check out Spencer’s Clinic: https://joinvineyard.comFollow Spencer on Instagram: @drnadolskyFollow Spencer on TikTok: @drnadolskyDocs Who Lift Podcast: https://open.spotify.com/show/2umc46jxx2i4qyjY0MRbDJ?si=a037ba9543ee49bfKey Influences and Resources Mentioned:John Berardi, Founder of Precision Nutrition: https://www.johnberardi.com/Chapters:00:00 Introduction01:24 Understanding The Healthcare Crisis In The US06:21 What Is Obesity Bias?13:22 True Driver of Obesity In The US14:44 Defining Obesity: Beyond BMI16:02 What Is Lipidology?16:57 GLP-1s Explained In Plain English20:27 Effects Of GLP-1 On Appetite23:31 Future Of Weight Management26:41 Creating Engaging Health Content34:22 The Balance Of Medicine And Content Creation38:01 Launching Vineyard: A New Direct Care Model41:29 Direct Care vs. Traditional Healthcare44:14 Patient Volume And Quality Of Service46:05 Facilitating Lifestyle Changes For Weight Loss47:49 Navigating Misinformation In Healthcare50:05 The Evolution Of Content Creation In Medicine52:22 The Drive for Autonomy In Healthcare54:34 Rapid Fire InsightsJoin our Substack – goingdirect.substack.comListen on Spotify – https://spoti.fi/3SjDliKListen on Apple Podcasts - https://apple_GoingDirect/3EOYsqaSubscribe to YouTube for more conversations on decentralization, the real economy, and creators that are going direct - https://www.youtube.com/@goingdirect_ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Dylan Patel, Founder and Chief Analyst at SemiAnalysis, a research and consulting firm specializing in semiconductor and other AI-infrastructure related research. Dylan started SemiAnalysis in 2020 and has built the business from a solo venture into a cohesive, highly focused team of more than 30 researchers.In this conversation, Dylan shares his version of AI Infrastructure for Dummies, how he runs his research firm differently, and how China is dominating the robotics and industrial supply chains. Follow Jordan on X: @jrwolfeLinks to Dylan’s Work:SemiAnalysis WebsiteSemiAnalysis Robotics Report: America’s Missing New Labor Economy – Robotics Pt. 1Follow Dylan on X: @dylan522pChapters:00:00 Introduction01:12 What Is A Semiconductor And Why It Is So Important04:09 Understanding AI Infrastructure Stack09:20 Is AI Progress Really Moving That Fast?13:35 How SemiAnalysis Organizes Its Research Team19:12 SemiAnalysis Origins And Recent Developments23:59 Using AI In Their Own Processes25:58 Entering An AI-First World29:20 Why China Is Winning The Robotics Race35:45 Industrial Policy And Supply Chain Challenges41:55 Training Data For Robotics and The Coming FlywheelSubscribe & Follow:Monthly newsletter on substack – Going DirectListen on Spotify – https://spoti.fi/3SjDliK Listen on Apple Podcasts – https://apple_GoingDirect/3EOYsqaSubscribe to YouTube for more conversations on AI and the infrastructure that will create a more decentralized future. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan Wolfe sits down with Jeff Epstein, a serial software entrepreneur with deep experience in the affiliate and referral marketing worlds. From building poker affiliate networks in college to starting and exiting Ambassador, a B2B referral software company, Jeff shares his insights on affiliate and referral programs.🔗 Follow Jordan on X: https://x.com/jrwolfe👉Links to Jeff’s Work:- Connect on LinkedIn: https://www.linkedin.com/in/jeff-epstein-15a397239/- Follow Jeff on Twitter: https://twitter.com/jeff_epstein- Jeff’s current company: https://onboard.io/- Learn more about Ambassador: https://getambassador.com/👉 Key Influences & Resources Mentioned:- Jordan Wolfe: https://x.com/jrwolfe- Jensen Huang Interview: https://youtu.be/y6NfxiemvHg?si=55b4OtEUoEYaj2XJ- Packy McCormick on AI and distribution: https://youtu.be/qkPRRRiBqyY?si=9ZHVyTqVmXMx_1rMChapters:00:00 Introduction03:40 Building An Online Poker Affiliate Network09:42 Insights From The Poker Experience12:56 Birth Of Ambassador And Referral Software15:54 Referrals vs Affiliates21:54 Referral Strategies For Startups vs Corporates27:04 Biggest Mistakes Companies Make With Referral Programs28:35 Incentive Structures30:50 Cash vs Status vs Emotional Rewards34:20 The Evolution Of Referral Programs36:10 Software Saturation And Commoditization41:47 Navigating The Sale Of Ambassador43:19 Building OnBoard: Lessons From COVID45:55 Value Of Accelerator Programs48:03 Importance Of Early Customer Feedback51:01 Abundance vs Scarcity: Silicon Valley vs Europe55:35 Rapid Fire: Influences, Podcasts, And MoreSubscribe & Follow:📰 Join the substack - goingdirect.substack.com🎧 Listen on Spotify – https://spoti.fi/3SjDliK🎧 Listen on Apple Podcasts – https://apple_GoingDirect/3EOYsqa 📺 Subscribe to YouTube for more conversations on decentralizing the real economy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Stefano Bernardi, founder and general partner at Unruly Capital. Unruly is an early-stage venture capital fund investing in what seems crazy today and normal tomorrow. Stefano has an entire investment thesis around the decentralization of the real world. We don’t need to say much more than that…Enjoy! Follow Jordan on X: https://x.com/jrwolfeLinks to Stefano’s Work:Stefano’s Decentralization Investment Thesis: https://blog.unrulycap.com/the-decentralization-of-the-real-worldUnruly Capital – Portfolio DashboardFollow Stefano on X: @stefanobernardiFollow Stefano on LinkedIn: https://www.linkedin.com/in/stefanobernardi/Contact: [email protected] Influences and Resources Mentioned:Bitcoin White Paper by Satoshi Nakamoto: https://bitcoin.org/bitcoin.pdfSatoshi Nakamoto, Creator of Bitcoin and the Bitcoin white paperVitalik Buterin, Co-founder of Ethereum: @VitalikButerinChapters:00:00 Introduction01:43 Why Decentralization Is The Only Path Forward For Humans03:34 Historical Perspectives On Centralization05:29 Bitcoin Whitepaper And Its Impact08:23 The Environmental Case For Decentralization11:58 Investing In Decentralized Solutions19:56 Fiat Food And The Future Of Food Systems26:14 The Cycle Of Centralization And Decentralization29:52 Personal Views On Technology And Freedom34:01 Intro To Unruly Capital37:46 Investing Landscape: Europe vs. US43:30 Zurich Is Becoming A Center Of Gravity For Robotics45:22 Transparency In Venture Capital51:04 Why Stefano Is Doing This Work53:55 Rapid Fire: Influences, Podcasts, And MoreSubscribe & Follow:Subscribe to the newsletter – Going DirectListen on Spotify – https://spoti.fi/3SjDliKListen on Apple Podcasts – https://apple_GoingDirect/3EOYsqa This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan Wolfe sits down with Josef Chen, founder & CEO of Kaikaku for an in-depth conversation on AI, robotics, and the future of restaurants. They dig into how disconnection and loneliness is our generation’s Black Death, what Josef is building, vertical-integration, and how a restaurant with a one-way mirror serves as his living laboratory.Go eat at Common Room, Kaikaku’s 1st restaurant - https://www.eatcommonroom.com/Follow Jordan on X: https://x.com/jrwolfe🔗 Follow Josef & Kaikaku:Josef on X: https://x.com/joseflchen Josef’s writing: https://josef.cn/LinkedIn: https://www.linkedin.com/in/josef-chen/Kaikaku: https://kaikaku.ai👉 Key Influences and Resources Mentioned:Josef Article: Alone Together: Disconnection Is Our Generation’s Black Death, https://josef.cn/blog/black-deathTai Lin, Managing Partner, Proterra Asia https://www.linkedin.com/in/taiclin/Podcast: Jack Altman’s New Podcast, Uncapped, https://open.spotify.com/show/25TNLkL7z6ogeWxchpRt17?si=4cc366c0307c446aResources listed in Josef’s essay:Social regulation of gene expression in human leukocytes: https://genomebiology.biomedcentral.com/articles/10.1186/gb-2007-8-9-r189Loneliness Matters: A Theoretical and Empirical Review of Consequences and Mechanisms: https://www.researchgate.net/publication/45283426_Loneliness_Matters_A_Theoretical_and_Empirical_Review_of_Consequences_and_MechanismsChapters:00:00 Introduction01:06 Disconnection Is Our Generation’s Black Death06:03 The Role of Food In Human Connection06:56 Meaning Of Kaikaku08:55 Living Laboratory Restaurant: Common Room14:35 Fast Iteration Cycles Are Difference Between Life And Death15:57 Vision For A Fully-Integrated Food Tech System19:19 HPP Technology20:37 Future of Automation in Restaurants24:24 Importance of Fast Iteration Cycles27:04 Team Behind Kaikaku28:41 Definition Of A "Business in a Box”31:22 Private Equity’s Impact On Hospitality34:00 Robotics Ecosystems and Talent39:14 Josef’s Personal Journey and Cultural Influences45:49 Advice For Aspiring Robotics Enthusiasts47:47 People And Resources That Influence Josef52:31 Where To Find Josef📰 Subscribe to our newsletter: https://goingdirect.beehiiv.com🎧 Listen on Spotify: https://spoti.fi/3SjDliK🎧 Listen on Apple Podcasts: https://apple_GoingDirect/3EOYsqa💡 Subscribe to learn how we can use technology to build a decentralized real economy and make commerce more human. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan Wolfe sits down with Megan Lightcap and Yoni Rechtman from Slow Ventures for a deep dive into how the creator economy is intersecting with small businesses and real-world entrepreneurship.Megan shares Slow’s unique approach to investing in creators at the holding company level. She explains why the long tail of the creator economy matters and how Slow backs creator-entrepreneurs.Yoni talks about his thesis on long-tail, real-world entrepreneurship, and how Slow is building a portfolio of vertically integrated companies that are enabling the next-generation of small businesses.Follow Jordan on X: https://x.com/jrwolfe🔗 Follow Megan & Yoni:Megan on X: @mmlightcapYoni on X: @yrechtmanSlow Ventures: https://slow.co/Yoni’s Substack: https://99d.substack.com/.People and Resources that influence Megan:Glow with Ava: @glowwithavaPodcast: The Art of Accomplishment by Joe Hudson and Brett Kistler - https://open.spotify.com/show/6MjoHFfLmNgo0Msais7IJ2?si=283f71bd3eb84ffcPeople and Resources that influence Yoni:Megan Lightcap: @mmlightcapPodcast: House of R by The Ringer https://open.spotify.com/show/4GyqecnSWZxUGNEUqJNNT7?si=71d4db3c11e14ed6Chapters:00:00 Introduction01:02 What is a Creator?03:23 The Power of the Long Tail in the Creator Economy05:18 Coordinating the Creator Economy10:22 Trends Coming Together to Create a Bi-Modal Economy14:43 Slow Ventures SMB Investment Thesis19:11 Slow Ventures Creator Fund21:10 Is Private Equity Killing the American Dream?27:28 Problem with Gig Work30:04 Investing in Creator Holding Companies33:39 Are there Limited Opportunities with the Creator Fund Model?35:52 Building Creator Ecosystems39:18 Some Slow Venture SMB Investments41:11 Tech-Enabled Buyouts45:49 Slow Ventures Investment Criteria46:58 Megan's Underlying Motivations51:13 Yoni's Underlying Motivations54:46 People and Resources that Influence Megan and Yoni59:22 Where to Find Megan and Yoni💡 Subscribe to learn more how we can use technology to build a decentralized real economy and make commerce more human📰 Subscribe to our newsletter: https://goingdirect.beehiiv.com🎧 Listen on Spotify: https://spoti.fi/3SjDliK🎧 Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/going-direct-conversations/id1800505663 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan Wolfe sits down with Eileen Galván, a content creator and creative lead behind the editing team at Going Direct. In this candid conversation, they explore the complex relationship between Gen Z and overconsumption, the paradox of being hyper-aware yet hyper-influenced, and what it means to build in public with authenticity.Eileen shares her perspective growing up in rural Mexico, navigating the pressures of social media, and the cultural differences between the U.S., Mexico, and Europe.🔗 Follow Eileen:TikTok : @eileengalvancaInstagram : @eileengalvancaMarketing agency: @eileen&coFollow Jordan on X: https://x.com/jrwolfeChapters:00:00 Introduction01:56 Meet Eileen – Creator & Entrepreneur04:07 The Overconsumption Dilemma of Gen-Z06:26 Social Media Influence on Consumption09:58 Cultural Differences in Consumption: US vs. Mexico11:33 Gen-Z and the Race Against Time12:18 The $20 Strawberry Phenomenon19:14 Complexity of Conscious Consumption20:55 Gen-Z Paradox: Overconsumption vs. Environmental Awareness25:08 Local vs. Global Consumption Patterns27:37 Cultural Insights: Mexico vs. US vs. Europe34:12 Consumption Similarities between Mexico and the US35:02 Work Culture: Mexicans vs Americans38:01 Future of Conscious Consumption41:55 Gen Z Craves Authenticity42:55 Where to find Eileen💡 Subscribe to explore how we can reconnect consumption with production and build a more decentralized real economy.📰 Join our newsletter: https://goingdirect.beehiiv.com👉 Subscribe to Spotify: https://spoti.fi/3SjDliK🎧 Subscribe to Apple Podcasts: https://apple_GoingDirect/3EOYsqa This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Rafik Kheffache, founder of Heliosand (https://heliosand.com/), a French start-up using concentrated solar power to transform industrial waste into usable construction materials.Rafik explains how his team is building massive solar furnaces capable of reaching 4,000°C to melt mud and toxic waste into glass-like rock, and why this breakthrough could disrupt cement production—the most carbon-intensive industry on Earth.Follow Rafik on X: @KheffacheR62805Follow Jordan on X: @jrwolfeLinks to Learn More:Heliosand: https://heliosand.com/Reach out to Rafik on LinkedIn: https://www.linkedin.com/in/rafik-kheffache-4a32a08b/Resources:📖 Michael Faraday: https://en.wikipedia.org/wiki/Michael_Faraday🎧 Recent Podcast: Joe Rogan Experience w/ Elon Musk (on Tesla): https://youtu.be/sSOxPJD-VNo?si=uZormfJir3FR9S1EChapters:00:00 Introduction01:14 What Is Concentrated Solar Power?04:09 Difference Between CSP and Traditional Solar Panels07:23 Challenges With Centralized Production09:32 The Real Problem in Solar Industry12:21 Rafik's Journey Into CSP14:29 Artist Who Made a 3D Printer from Desert Sand18:27 Heliosand: Melting Things With Solar Energy22:35 Rafik Operates Right In The Middle Of Trash, Waste, Construction25:20 Corruption In The Waste Industry27:01 Understanding the Waste Management Landscape30:18 Innovative Solutions for Industrial Waste34:33 Transforming Mud into Valuable Resources39:03 Elon Musk And Ancient Theories40:02 Heliosand Customers43:36 Rafik’s Vision For The Future46:58 Creating Market-Based Solutions for Circular Economy49:09 Rafik’s Inspiration: Michael Faraday50:07 Last Podcast Rafik Listened To50:46 Where to Find RafikSubscribe to learn more about peoples and technologies working to change our systems of production.Join our newsletter: https://goingdirect.beehiiv.com Subscribe to Spotify: https://spoti.fi/3SjDliK or Apple Podcasts: https://bit.ly/3EOYsqa This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com

Jordan sits down with Khaled Al Mezayen, founder and CEO of Inovaya (https://inovaya.com/en/), a French start-up focused on decentralized water treatment. They dive deep into one of the world’s most overlooked, but vital topics: water.Khaled breaks down how water cycles work, why our current centralized water systems are broken, how treating water as an “infinite utility” is coming to an end, and why decentralized, on-site treatment is the future. Khaled shares how his personal story—from growing up with limited water access in Syria to becoming a pharmacist inspired him to start Inovaya.Follow Khaled on LinkedIn - https://www.linkedin.com/in/khaled-al-mezayen-75391331/Follow Jordan on X - https://x.com/jrwolfeLinks to Learn More:Inovaya Website – https://www.inovaya.com/Khaled's Influences & Recommendations:Jean-Marc Jancovici : https://www.linkedin.com/in/jean-marc-jancovici/Book by Dennis Meadows : Limits to GrowthPodcast: 50 States : https://open.spotify.com/show/2ZQ7aoNwthPykcLaDNH1Q9?si=dc3027cd65bf4945Chapters:00:00 Introduction02:01 Inside The Water Cycle06:01 Big vs Small Water cycle07:54 Understanding Groundwater11:21 Where Your Tap Water Comes From15:06 Gray Water vs. Dark Water18:02 Industrial Water Treatment20:30 The Fundamental Problem With How We Treat Water22:03 Inovaya's Decentralized Water Treatment Systems26:36 Where Inovaya Plays In The Water Industry29:23 Inovaya Is A Vertical Integrator32:09 ROI Can Be As Short As 5 Days36:27 Importance Of Water Resiliency38:40 Khaled’s Journey: From Syria To France43:28 The Future Of Water Management45:13 Why Centralization of Water Treatment Is Not Scalable?48:13 Who Inspires Khaled & What He’s Listening To52:12 Where To Find Khaled💡 Subscribe to learn how technology can decentralize the real economy and bring us back to the source.📰 Join the newsletter: https://goingdirect.beehiiv.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com