Very True by Verissimo

In this conversation, Alex reconnects with his friend Itai Joseph, filmmaker and founder of Fondu, to explore what actually goes into making video content that feels effortless, and what it takes to build a creative business without a boss. Itai shares his journey from making home movies as a kid in Zanesville, Ohio, through film school at Northwestern, to building Fondu, a remote-first creative video agency, out of the shift to digital storytelling during the pandemic. Alex and Itai dive deep into the full anatomy of video production, from concept and audience to the shoot and the edit, and how generative AI is starting to remove the "no do-overs" constraint that's always made video riskier than other forms of content. They also get into the mechanics of running your own business: what to delegate, what to keep for yourself, and how to stay connected to the work that actually energizes you instead of just the work that keeps the business running. Episode Highlights Effortless Is the Hardest Thing to Make: Itai and Alex compare good video production to watching Roger Federer play tennis, the more natural it looks, the more work went into it. No More Reshoots: Itai walks through how AI is changing iteration in video, letting his team regenerate a style frame instead of re-shooting an entire scene. Naive vs. Expert: Alex and Itai debate whether building a big business requires knowing nothing about your market, while building a small, sustainable one requires knowing it intimately. Delegate the Craft, Keep the Vision: Itai explains why he's pulled back from hands-on production to focus on strategy, AI transformation, and business development, and how founders scale by defining their role from the inside out. Front-Load Your Relationships: Alex and Itai agree that the relationships built earliest in a career compound the most, and are often what create opportunities decades later. Full Chapter List (01:59) Welcome and Introduction (02:41) Itai's Origins: Zanesville, Ohio to Northwestern Film School (05:21) How Fondu Was Born During the Pandemic (09:19) Building a Remote, Distributed Creative Team (13:16) The Full Production Process: Concept to Final Cut (20:27) How AI Is Changing Iteration in Video Production (22:47) Naive vs. Expert: Building a Big Business vs. a Small One (24:16) How to Start Creating Content on a Shoestring Budget (37:22) Running a Business With No Boss (43:11) Venture's Slow Payoff vs. Chasing Fast Outcomes (45:31) Career Advice, Prioritization, and Front-Loading Relationships (49:15) What Fondu Does and How to Work With Them Links & Resources Fondu: https://fondu.co/ Verissimo Ventures: https://verissimo.vc/ Alex Oppenheimer on LinkedIn: https://www.linkedin.com/in/alex-oppenheimer/ Itai Joseph on Linkedin: https://www.linkedin.com/in/itaijoseph/ About Very True: Hosted by Alex Oppenheimer, Very True by Verissimo Ventures explores the honest, unvarnished stories of founders and the real problems they are solving. We look past the hype to find the truth in technology and entrepreneurship.

Alex and Nick Greenfield close out their three-part conversation with the episode that's most useful to anyone running or funding a company. Nick walks through the years after Lyft: a stint at on-demand laundry startup Washio, living in the Snapchat house in LA, moving to New York to join Paribus (later sold to Capital One, and whose founders went on to start Ramp), and then co-founding Candid in 2017 as a direct-to-consumer clear aligner company. Candid went from zero to a $100 million run rate in four years with 700 employees and 40 retail locations, and it was still a flawed business. Nick explains exactly why. The heart of the episode is the math. Nick and Alex break down why direct-to-consumer arbitrage collapses as you scale, why the nth customer costs so much more than the twenty-first, and how Candid's pivot to selling through dentists turned a negative $300 per customer into a positive $700 with a 4 to 6x LTV to CAC ratio. Along the way they cover the history of performance marketing, Craigslist as the arbitrage that built Lyft, Uber, and Airbnb, why direct mail is the one channel where the arb never closes, and what "growth" and "GTM" actually mean now. Nick ends with the three business models he most admires, Toast, Shopify, and Ramp, and Alex owns up to passing on the Ramp seed round. Guest: Nick Greenfield, Founder and CEO of Candid. Part three of three. Episode Highlights From Washio to Paribus to Candid: Nick's path through an LA laundry startup, a New York price-tracking company acquired by Capital One, and the founding of Candid, which claims the title of Ramp's first customer. Naivete Is Mission Critical: Nick's rule that if you want to build a small company you need to know the segment, but if you want to build a big one it's better to know nothing, because knowing the limitations keeps you from finding the massive market. Why Candid's DTC Model Was Flawed: Zero to $100 million in four years, and two problems that growth couldn't cure: a one-time purchase with no recurring component, and a medical procedure that needs in-person care. Recurring vs. Reoccurring: Alex's distinction between contractual and habitual repeat revenue, why companies delude themselves on LTV, and why Casper's one-transaction model was at least honest. The CAC Curve and the Nth Customer: Alex draws the curve, Nick does the math. When your Google click goes from $3.21 to $6.42 and seven competitors show up, the incremental profit flows straight to Google, Meta, and Amazon. Growth Is Arbitrage: Nick on the Udemy whiteboard session that taught him the model, $10 customer acquisition on Facebook in 2011, Craigslist as the arb behind Lyft and Airbnb, and why AEO and LLM optimization are today's version of the same trade. Direct Mail Never Dies: The one channel where the price is set by the post office rather than an auction, and why Capital One has spent billions on it. What GTM People Actually Do Now: Nick's honest split: the AEs are still selling human to human, and the growth and marketing people are mostly banging their heads against AI tools, with a handful finding 100x breakthroughs. Candid Today, With the Math: DTC was $2,000 revenue, $800 COGS, $1,500 CAC, negative $300 per customer. B2B is $1,500 to the dentist who charges the patient $5,000, $700 margin per case, CAC falling every year, and a 50x runway before hitting the top of the US market. Consumer Surplus: Toast, Shopify, Ramp: Why the best business models are the ones where you only win when your customer wins, why a $25 Shopify store is unbeatable, and why Ramp beat Brex on product and go-to-market despite being second. Alex Missed the Ramp Seed: "The dumber it sounds and the more impressive the founder is, that's the most interesting stuff." The lesson Alex still carries as an investor. Full Chapter List (00:00) Washio, the Snapchat house, and moving to New York for TAM reasons (01:05) Paribus, Capital One, and being Ramp's first customer (01:45) The origin of Candid: local, regulated, consumer, complex (02:41) Naivete as a founder's advantage (03:28) Zero to $100M in four years, and the two flaws in the DTC model (05:58) Recurring vs. reoccurring revenue, and the Casper Series A (07:25) Why the nth customer breaks the model (07:53) Alex's CAC curve and the sellable addressable market (08:52) Doing the math: Google clicks, seven competitors, and profits accruing to the platforms (11:47) Growth hides all, then cures all: the accumulation function (12:16) The Lyft marketing budget on Nick's personal credit card (12:19) How performance marketing enabled the consumer startup wave (14:24) The Udemy whiteboard, $10 Facebook customers, and the birth of "growth" (16:08) Growth is arbitrage: Craigslist, AEO, and being only as good as your next trade (18:00) Direct mail, the one arbitrage that never closes (18:49) What do GTM people actually do all day? (20:39) Candid today: the fastest growing clear aligner company for general dentists (22:06) B2B2C: why the end-customer CAC drops to near zero (22:39) The full unit economics, DTC vs. dentist channel (24:18) 4 to 6x LTV to CAC, and 50x room to grow in the US (26:31) The trust leverage of a patient's existing dentist (27:11) Consumer surplus: Toast, Shopify, and Ramp (28:13) Alex on passing on the Ramp seed (31:59) Why Ramp beat Brex: better product, better GTM, lower cost of capital (34:08) Shopify at $25 a month, and Alex's "Design the Wave" pricing piece (34:58) Wrap up Links & Resources Candid: https://www.candidpro.com/ Nick Greenfield on LinkedIn: https://www.linkedin.com/in/nick-greenfield-10189923/ Alex's Substack piece on pricing models, "Design the Wave, Don't Just Ride It": https://alexoppenheimer.substack.com/ Verissimo Ventures: https://verissimo.vc/ Alex Oppenheimer on LinkedIn: https://www.linkedin.com/in/alex-oppenheimer/ Earlier in the series: Part one is on the early part of a career and the case for range. Part two is the Lyft story, told from the inside. About Very True Hosted by Alex Oppenheimer, Very True by Verissimo Ventures explores the honest, unvarnished stories of founders and the real problems they are solving. We look past the hype to find the truth in technology and entrepreneurship.

Alex sits down with Nick Greenfield for part two of a three-part conversation. This one is the Lyft story, told by someone who was inside it close to the start. Nick joined a company called Zimride out of school, back when getting into a stranger's car sounded insane to most people, and watched it pivot into Lyft. They get into what product-market fit actually feels like the day it arrives, why the pink mustache did real work, and how Nick more or less invented the job of launching a new city. The three episodes stand alone, so you can start with any of them. Guest: Nick Greenfield, CEO of Candid, early employee at Lyft. Episode Highlights Zimride Before Lyft: Closed ride-share networks sold to universities, a $20,000 contract at a time. It got liquidity at a few schools and was never going to be a big business. Sidecar Cracked It First: Short peer-to-peer rides got liquidity almost instantly. Lyft ran with the model, then Uber X followed. The Shift Underneath: BlackBerry to iPhone, location services, and an App Store that was under four years old. The Pink Mustache Solved a Trust Problem: Not a branding one. It made getting into a stranger's car feel light instead of weird. Two Things, and Everything Else Was Detail: Lyft competed on cheaper rides and faster pickups. Destination entry, emailed receipts, and the suggested donation all came later. Recognizing the 10x: Why operational skill can't save a business that doesn't have one, and why Alex says you know the day PMF arrives. Inventing the City Launch: Turning San Francisco's success into a repeatable playbook, driver acquisition city by city, casting calls in LA, and the guarantee "floor" that got drivers to stay. Churn, Not Acquisition, Could Kill It: The long email to Logan Green, and why keeping drivers on Friday nights was harder than finding them. What Nick Hires For Now: People who solved problems nobody knew were problems yet. Waymo: Whether the same two variables decide the next round. Full Chapter List (00:00) Cold open (01:41) Zimride: long-haul ride sharing and closed university networks (04:14) Why it worked in Europe and not in the US (05:15) Sidecar launches, and the hackathon that became Lyft (07:29) Lyft did it before Uber X (09:23) BlackBerry to iPhone: the technology shift (10:47) The pink mustache (11:37) $25 taxi to $10 Lyft (12:45) Waymo and the same two variables (13:37) Destination entry, suggested donations, emailed receipts (15:39) Alex turns down GM of Lyft SF (15:51) Reverse-engineering San Francisco and the birth of the city launcher (17:24) Drivers first, the hourly floor, then passengers (18:31) Casting calls in LA (20:02) The long email to Logan Green about driver churn (21:44) What Nick hires for now (22:00) Alex's takeaways and part three preview Referenced: Zimride, Sidecar, Uber X, Craigslist, Dropbox, Waymo. Links & Resources Candid: https://www.candidpro.com/ Nick Greenfield on LinkedIn: https://www.linkedin.com/in/nick-greenfield-10189923/ Verissimo Ventures: https://verissimo.vc/ Alex Oppenheimer on LinkedIn: https://www.linkedin.com/in/alexoppenheimer/ Next in the series: Part three is on business models, for founders and investors. About Very True Hosted by Alex Oppenheimer, Very True by Verissimo Ventures explores the honest, unvarnished stories of founders and the real problems they are solving. We look past the hype to find the truth in technology and entrepreneurship.

Alex sits down with Nick Greenfield, one of his oldest friends, for the first of three conversations recorded in a single sitting. They met at Stanford in 2008 through their randomly assigned freshman-year roommates and have stayed close through nearly twenty years, several cities, and a lot of career moves. This episode is about the early part of a career and the things that never show up on a resume. Nick shares how a DC baseball camp coach shaped his approach to work and life, why growing up as a multi-sport kid mattered more than going pro would have, and why choosing Ultimate Frisbee over a job in Brazil set the course for his twenties. Alex and Nick dig into range versus spikiness and whether early specialization actually builds better brains or just burns kids out. They compare notes on what really prepares you for investment banking (a rocket science class, it turns out), why looking for work-life balance at 23 is the wrong goal, and whether San Francisco's hustle culture 15 years ago looked anything like the one people talk about today. Nick closes with advice for founders who have already raised: be impatient with your business, patient with the journey, and remember that almost all the value shows up in the outer years. The three episodes stand alone, so start with whichever one grabs you. Guest: Nick Greenfield, CEO of Candid. Episode Highlights Coach Mac and the Wheel of Success: Nick traces his approach to business and life back to Home Run Baseball Camp in DC, where the coach rewarded fun, safety, hustle, and doing it the right way over how hard you threw. Range vs. Spikiness: Alex brings up the Tiger Woods and Roger Federer contrast from David Epstein's Range, and Nick makes the case that nobody actually has the data to prove single-focus specialization builds better brains. Burnout Is Real, Even for Kids: Nick describes burning himself out on baseball young enough to take a year off, and why he's letting his own kids try everything well into their teens. The Three Classes That Prepared Alex for Banking: Financial accounting, a business school valuation class, and ME 140, the rocket science capstone that taught him to gather data, build a model, present it, and pull the all-nighter. Why Balance Is the Wrong Goal at 23: Nick argues that your twenties are when you have the fewest responsibilities, the most energy, and the most pliable brain, so that's the time to push to the edge while mistakes are still recoverable. Was SF Hustle Culture Real 15 Years Ago? Nick was inside Lyft while friends were at Uber, and explains why the answer depended entirely on the company and the role, plus the math behind why some jobs really need 18-hour days. The Biggest Risk Is Not Taking One: Nick's advice for anyone early in their career, and why the ten most successful people he knows all did something their friends questioned. Patient Journey, Impatient Business: Drawing on Danaher's Mitch Rales, Nick tells founders it takes ten years just to get a business going, and Alex translates it into DCF terms: the terminal value is more than 100% of the whole thing. Full Chapter List (00:01) Cold open: why this became three episodes (01:52) Introduction and nearly twenty years of friendship since Stanford (02:59) Home Run Baseball Camp, Coach Mac, and the wheel of success (05:27) Not going pro, and choosing Ultimate over college baseball (06:20) Range vs. spikiness: Tiger Woods, Roger Federer, and Alpha School (08:20) The multi-sport kid, burnout, and raising kids without early specialization (12:26) What actually prepares you for investment banking: accounting, valuation, and rocket science (14:59) Figuring out school, pushing past your limit, and the VO2 max analogy for early careers (16:55) Why work-life balance at 23 is the wrong goal (19:53) Was SF hustle culture real 15 years ago? Uber vs. Lyft from the inside (21:31) The math behind 18-hour days and why some jobs need them (22:13) The biggest risk early in a career is not taking risk (23:51) Advice for founders who have raised: ten years just to get going (26:29) The DCF version of nose to the grindstone (27:09) NVIDIA, Jensen Huang, and what compounding looks like over decades Links & Resources Candid: https://www.candidpro.com/ Nick Greenfield on LinkedIn: https://www.linkedin.com/in/nick-greenfield-10189923/ Verissimo Ventures: https://verissimo.vc/ Alex Oppenheimer on LinkedIn: https://www.linkedin.com/in/alexoppenheimer/ Range by David Epstein Next in the series: Part two is the Lyft story, told from the inside. Part three is on business models, for founders and investors. About Very True Hosted by Alex Oppenheimer, Very True by Verissimo Ventures explores the honest, unvarnished stories of founders and the real problems they are solving. We look past the hype to find the truth in technology and entrepreneurship.

In this conversation, Alex reconnects with his long-time friend Yaron Hadad, physicist, mathematician, and serial entrepreneur, to explore the changing mechanics of technology, software, and organization building. Yaron shares his journey from theoretical physics research on general relativity and Einstein's equations to co-founding Nutrino, an AI-driven personalized health platform acquired by Medtronic. Alex and Yaron dive deep into the sharp contrast between high-stakes, regulated medical device engineering and the move-fast mentality of software development. They debate the future of team dynamics in the era of AI, the collapse of legacy SaaS margins in favor of outcome-based pricing, and how code abstraction is redefining what it means to be a software developer. Yaron also breaks down his mental framework for becoming a "problem detector" and shares the four eternal, foundational skills that every founder and next-generation builder needs to master. Episode Highlights High-Stakes vs. Move-Fast: Yaron reflects on moving from startup speed to leading AI and data strategy at Medtronic, contrasting FDA-regulated Class 3 medical devices where zero errors are allowed against Silicon Valley's "move fast and break things" ethos. The 6-Engineer vs. 100-Engineer Problem: Alex and Yaron debate organizational bloat, Jeff Bezos's "Two Pizza Rule," and why small, lean teams leveraging AI are poised to out-execute massive corporate engineering departments. Decalcifying Internal Interfaces: Drawing from SpaceX's vertical integration model, Alex and Yaron discuss how internal territoriality and bureaucracy destroy momentum within large enterprises. The Death of "Lazy SaaS": Alex introduces his thesis on how business models are shifting away from perpetual licenses and traditional SaaS subscriptions toward outcome-based and usage-based pricing, and what that means for software margins. The Evolution of Code Abstraction: Yaron walks through the history of programming from Assembly to C, Python, and now natural language prompts, exploring how AI-driven compactification is changing the leverage of individual developers. The 4 Eternal Skills for the AI Era: Yaron outlines the core competencies that haven't changed: first-principles problem solving, human communication and trust-building, financial literacy, and cultivating a mind tuned for opportunity detection. Full Chapter List (00:53) Introduction & Reconnecting from Palo Alto to Israel (01:47) Yaron's Origins: Coding at 14, Einstein, and Theoretical Physics (02:36) Building Nutrino: Quantifying the Food Footprint (03:39) Startup Speed meets Medtronic & FDA Class 3 Medical Devices (05:23) Yaron's Current Portfolio: Beehive Software, E-Commerce, & Research (06:10) Agility vs. Scale: Is there still a 100-Engineer Problem? (09:22) Internal Calcification and the SpaceX Playbook (12:32) Defining the Enterprise: "A Company So Successful It Can Afford Inefficiency" (19:16) Pricing Volatility, "Lazy SaaS," and Collapsing Margins (24:57) Scale as a Moat: Lessons from Extreme Volume Manufacturing (29:55) Software Engineering in the Prompt Era (34:53) Advice for the Next Generation: The 4 Eternal Skills (38:02) How to Become a "Problem Detector" and Value Creator (40:49) Acute Problems vs. World-Positive Impact Links & Resources Beehive Software: https://beehivesoftware.com/ Verissimo Ventures: https://verissimo.vc/ Yaron Hadad on LinkedIn: https://www.linkedin.com/in/yaronhadad/ Alex Oppenheimer on LinkedIn: https://www.linkedin.com/in/alexoppenheimer/ About Very True Hosted by Alex Oppenheimer, Very True by Verissimo Ventures explores the honest, unvarnished stories of founders and the real problems they are solving. We look past the hype to find the truth in technology and entrepreneurship.