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Dec 19, 2024 · 45m · how-i-built-this

Advice Line with Steve Case of AOL

Steve Case · 15m spoken Guy Raz · 11m spoken Jason Levi · 4m spoken Sylvia Vieira · 4m spoken Mindy Horwitz · 4m spoken
0:00 / 0:00

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In this episode of 'The Advice Line,' host Guy Raz and AOL co-founder Steve Case advise three early-stage entrepreneurs on product positioning, customer acquisition, and pricing models while sharing timeless lessons on startup resilience.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 29.2% of the talking time here. How this is scored →

Guy as informed peer 4.0 Guest teaching 1.4 Guest disagreement 0.0 Guy pushing back 0.0
05100:0015:0030:0045:001:26–6:17 · Guy as informed peer 4/10 Welcoming Steve Case and Discussing Startup Evolution Guy Raz demonstrates strong familiarity with Steve Case's early career at Quantum Computer Services and Revolution's Rise of the Rest fund. Steve shares historical context on early internet adoption dynamics in a completely amicable exchange.6:18–16:34 · Guy as informed peer 4/10 Advising Sylvia Vieira on Growing Coexist App Guy and Steve collaboratively advise caller Sylvia Vieira on user acquisition strategies for Coexist. Guy suggests leveraging informal male group chats and free trials, while Steve proposes positive framing and gifting features.16:35–29:24 · Guy as informed peer 4/10 Mid-Episode Sponsor Break and Program Identification Steve and Guy advise Mindy Horwitz on scaling her college concierge service. Steve draws directly on his college entrepreneurial experience and AOL unlimited pricing model, while Guy suggests physical mailing lists and community partnerships.29:25–39:18 · Guy as informed peer 5/10 Mid-Episode Intermission and Upcoming Segment Preview Guy provides targeted tactical advice to Jason Levi regarding brick-and-mortar retail and in-person demo strategies for senior demographics. The tone remains highly supportive and advisory.39:20–43:59 · Guy as informed peer 3/10 Entrepreneurial Reflections and Steve Case's Startup Advice Guy and Steve reminisce about the launch of How I Built This and reflect on entrepreneurial resilience. Steve shares wisdom on navigating long gestation periods and knowing when to persevere versus pivot.1:26–6:17 · Guest teaching 2/10 Welcoming Steve Case and Discussing Startup Evolution Guy Raz demonstrates strong familiarity with Steve Case's early career at Quantum Computer Services and Revolution's Rise of the Rest fund. Steve shares historical context on early internet adoption dynamics in a completely amicable exchange.6:18–16:34 · Guest teaching 1/10 Advising Sylvia Vieira on Growing Coexist App Guy and Steve collaboratively advise caller Sylvia Vieira on user acquisition strategies for Coexist. Guy suggests leveraging informal male group chats and free trials, while Steve proposes positive framing and gifting features.16:35–29:24 · Guest teaching 1/10 Mid-Episode Sponsor Break and Program Identification Steve and Guy advise Mindy Horwitz on scaling her college concierge service. Steve draws directly on his college entrepreneurial experience and AOL unlimited pricing model, while Guy suggests physical mailing lists and community partnerships.29:25–39:18 · Guest teaching 1/10 Mid-Episode Intermission and Upcoming Segment Preview Guy provides targeted tactical advice to Jason Levi regarding brick-and-mortar retail and in-person demo strategies for senior demographics. The tone remains highly supportive and advisory.39:20–43:59 · Guest teaching 2/10 Entrepreneurial Reflections and Steve Case's Startup Advice Guy and Steve reminisce about the launch of How I Built This and reflect on entrepreneurial resilience. Steve shares wisdom on navigating long gestation periods and knowing when to persevere versus pivot.1:26–6:17 · Guest disagreement 0/10 Welcoming Steve Case and Discussing Startup Evolution Guy Raz demonstrates strong familiarity with Steve Case's early career at Quantum Computer Services and Revolution's Rise of the Rest fund. Steve shares historical context on early internet adoption dynamics in a completely amicable exchange.6:18–16:34 · Guest disagreement 0/10 Advising Sylvia Vieira on Growing Coexist App Guy and Steve collaboratively advise caller Sylvia Vieira on user acquisition strategies for Coexist. Guy suggests leveraging informal male group chats and free trials, while Steve proposes positive framing and gifting features.16:35–29:24 · Guest disagreement 0/10 Mid-Episode Sponsor Break and Program Identification Steve and Guy advise Mindy Horwitz on scaling her college concierge service. Steve draws directly on his college entrepreneurial experience and AOL unlimited pricing model, while Guy suggests physical mailing lists and community partnerships.29:25–39:18 · Guest disagreement 0/10 Mid-Episode Intermission and Upcoming Segment Preview Guy provides targeted tactical advice to Jason Levi regarding brick-and-mortar retail and in-person demo strategies for senior demographics. The tone remains highly supportive and advisory.39:20–43:59 · Guest disagreement 0/10 Entrepreneurial Reflections and Steve Case's Startup Advice Guy and Steve reminisce about the launch of How I Built This and reflect on entrepreneurial resilience. Steve shares wisdom on navigating long gestation periods and knowing when to persevere versus pivot.1:26–6:17 · Guy pushing back 0/10 Welcoming Steve Case and Discussing Startup Evolution Guy Raz demonstrates strong familiarity with Steve Case's early career at Quantum Computer Services and Revolution's Rise of the Rest fund. Steve shares historical context on early internet adoption dynamics in a completely amicable exchange.6:18–16:34 · Guy pushing back 0/10 Advising Sylvia Vieira on Growing Coexist App Guy and Steve collaboratively advise caller Sylvia Vieira on user acquisition strategies for Coexist. Guy suggests leveraging informal male group chats and free trials, while Steve proposes positive framing and gifting features.16:35–29:24 · Guy pushing back 0/10 Mid-Episode Sponsor Break and Program Identification Steve and Guy advise Mindy Horwitz on scaling her college concierge service. Steve draws directly on his college entrepreneurial experience and AOL unlimited pricing model, while Guy suggests physical mailing lists and community partnerships.29:25–39:18 · Guy pushing back 0/10 Mid-Episode Intermission and Upcoming Segment Preview Guy provides targeted tactical advice to Jason Levi regarding brick-and-mortar retail and in-person demo strategies for senior demographics. The tone remains highly supportive and advisory.39:20–43:59 · Guy pushing back 0/10 Entrepreneurial Reflections and Steve Case's Startup Advice Guy and Steve reminisce about the launch of How I Built This and reflect on entrepreneurial resilience. Steve shares wisdom on navigating long gestation periods and knowing when to persevere versus pivot.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 90.4% · guest 9.6%0:00 · Guy 90.4% · guest 9.6%3:00 · Guy 21.7% · guest 78.3%3:00 · Guy 21.7% · guest 78.3%6:00 · Guy 22% · guest 78%6:00 · Guy 22% · guest 78%9:00 · Guy 19.2% · guest 80.8%9:00 · Guy 19.2% · guest 80.8%12:00 · Guy 26.1% · guest 73.9%12:00 · Guy 26.1% · guest 73.9%15:00 · Guy 25.3% · guest 74.7%15:00 · Guy 25.3% · guest 74.7%18:00 · Guy 17.6% · guest 82.4%18:00 · Guy 17.6% · guest 82.4%21:00 · Guy 7.3% · guest 92.7%21:00 · Guy 7.3% · guest 92.7%24:00 · Guy 36.2% · guest 63.8%24:00 · Guy 36.2% · guest 63.8%27:00 · Guy 21.5% · guest 78.5%27:00 · Guy 21.5% · guest 78.5%30:00 · Guy 15.5% · guest 84.5%30:00 · Guy 15.5% · guest 84.5%33:00 · Guy 14.3% · guest 85.7%33:00 · Guy 14.3% · guest 85.7%36:00 · Guy 24.2% · guest 75.8%36:00 · Guy 24.2% · guest 75.8%39:00 · Guy 42.7% · guest 57.3%39:00 · Guy 42.7% · guest 57.3%42:00 · Guy 48.2% · guest 51.8%42:00 · Guy 48.2% · guest 51.8%45:00 · Guy 100% · guest 0%45:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 18:19 Steve reframes target customer dynamics

In a friendly reframe, Steve humorously dismisses selling directly to college students because they prioritize beer, redirecting focus entirely to guilty parents.

 Hardest push from Guy ▶ 36:52 Guy redirects marketing focus away from pure DTC

Guy steers the caller away from relying solely on online DTC ads, strongly arguing that older demographics must be reached through physical boutique retail and live demos.

 Biggest teaching moment ▶ 4:24 Steve details the reality of 1980s internet adoption

Steve educates listeners on the stark contrast between launching tech today versus 1985 when only three percent of households were online for one hour weekly.

 Guy holds their own ▶ 36:52 Guy outlines retail channel and demo strategy

Guy displays sharp business acumen by diagnosing why digital ads fail for older demographics and prescribing an actionable in-store bookstore demo approach.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Welcoming Steve Case and Discussing Startup Evolution 4200 Guy Raz demonstrates strong familiarity with Steve Case's early career at Quantum Computer Services and Revolution's Rise of the Rest fund. Steve shares historical context on early internet adoption dynamics in a completely amicable exchange.
Advising Sylvia Vieira on Growing Coexist App 4100 Guy and Steve collaboratively advise caller Sylvia Vieira on user acquisition strategies for Coexist. Guy suggests leveraging informal male group chats and free trials, while Steve proposes positive framing and gifting features.
Mid-Episode Sponsor Break and Program Identification 4100 Steve and Guy advise Mindy Horwitz on scaling her college concierge service. Steve draws directly on his college entrepreneurial experience and AOL unlimited pricing model, while Guy suggests physical mailing lists and community partnerships.
Mid-Episode Intermission and Upcoming Segment Preview 5100 Guy provides targeted tactical advice to Jason Levi regarding brick-and-mortar retail and in-person demo strategies for senior demographics. The tone remains highly supportive and advisory.
Entrepreneurial Reflections and Steve Case's Startup Advice 3200 Guy and Steve reminisce about the launch of How I Built This and reflect on entrepreneurial resilience. Steve shares wisdom on navigating long gestation periods and knowing when to persevere versus pivot.

Statements from this episode (6)

Disclosure
Case: Rise of the Rest Has Invested in 200 Companies Across 100 Cities
“And we started this effort a decade ago when we launched Rise of the Rest, started doing, you know, bus tours around the country, then launched investment fund, which made now 200 investments in a hundred different, different cities in what we call Rise of the…”
Steve Case Dec 19, 2024 ▶ 3:20
Assertion Supported
Case: When AOL started, just 3% of people were online
“When we first started only three percent of people were online, and those three percent were online an average of one hour a week.”
Steve Case Dec 19, 2024 ▶ 4:27
Insight
Case: Tech success has shifted from product building to navigating regulation
“And the early days was, can you build it? Now it's really much more, can you commercialize it? Can you break through. And for a growing number of companies, also, can you navigate some of the policy challenges, some of the regulatory issues in areas like healt…”
Steve Case Dec 19, 2024 ▶ 4:58
Assertion Contradicted
Case: In 1985, fewer than a dozen VC firms backed startups
“In the early days when we got started, and AOL was started, as you mentioned, in 1985, it was really, can you raise the money to get launched? And not that many people could. It was, there was only a handful of maybe less than a dozen venture capitalists back …”
Steve Case Dec 19, 2024 ▶ 5:33
Insight
Case: College services must sell to guilty parents, not cash-poor students
“You can't really sell to the students, because they don't have much money, and they prioritize beer. You have to sell to the parents who are missing their kids, love their kids, and maybe feeling a little guilty about, you know, things”
Steve Case Dec 19, 2024 ▶ 18:19
Assertion Supported
Case: How AOL made unlimited pricing work through the law of averages
“When we went to unlimited use, yeah, there were some people using it all the time, and we lost money on them, and some people using it infrequently, and we made money on them, so it ends up being a law of the averages”
Steve Case Dec 19, 2024 ▶ 28:44
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