How I Built This with Guy Raz – When our phones are just phones with Kai Tang and Joe Hollier of Light

Intro

In this episode of “How I Built This with Guy Raz,” host Guy Raz interviews Kai Tang and Joe Hollier, the co-founders of Light Phone. Light Phone is a minimalist device that aims to provide an alternative to smartphones, allowing users to disconnect from constant stimulation and be more present in the moment. Tang and Hollier share their journey of creating a phone that focuses on simplicity and human connection.

Main Takeaways

The Need for Disconnecting

• American adults spend almost three hours a day on their smartphones
• Smartphones have allowed tech companies to access intimate details of our private lives for advertising
• People are questioning the need for new phones every few months
• Smartphones can be a source of anxiety for users
• Users often express a desire to disconnect from their smartphones

The Birth of Light Phone

• The founders wanted to create a phone that helps people disconnect from their smartphones
• Testing the hypothesis that people might enjoy taking a break from their smartphone, they set up call forwarding for about two dozen people over the course of a couple weeks and asked them to leave their smartphone
• They realized that the actual value that they brought them wasn’t in any one feature, but actually in the lack of features
• They launched a Kickstarter campaign and got $400,000 with 3,000 people backing the project
• Joe and Kai built a physical prototype of the light phone by breaking apart phones from Amazon or Alibaba and building a phone that looked like what they were trying to do.

The Evolution of Light Phone

• The original light phone was a simple 2G cell phone that had its own SIM card and made it seamlessly feel like an extension of your smartphone number.
• The Light Phone raised $400,000 from Kickstarter and $3.5 million from a 2018 campaign for the Light Phone 2
• Users wanted more utility tools, so Light Phone 2 includes phone calls, text messages, music, directions, hotspot, calendar, notes, and more
• The company struggled to raise enough money to make the Light Phone 2, but mission-aligned investors were drawn to the unique and transparent business model
• The Light Phone may add a camera in the future, but will not allow sharing or commenting, to avoid distraction from the moment.

The Impact of Light Phone

• The Buckston School in Massachusetts banned smartphones for faculty and students, and saw fantastic results, especially during meal times
• The Light Phone has a wide range of users, including families, celebrities, artists, and musicians
• Gen Zers make up 75-80% of Light Phone customers, showing a willingness to say no to smartphones and try something different.
• The company has around 15 employees and does not spend money on Facebook, Meta, or Google ads, relying instead on word of mouth and grassroots campaigns.

Summary

The Need for Disconnecting

American adults are spending significant amounts of time on their smartphones, leading to concerns about privacy and constant connectivity. The ubiquity of smartphones has made it easy to forget that we have agency to disconnect. Many users express a desire to disconnect from their smartphones due to anxiety and a sense of being overwhelmed.

The Birth of Light Phone

Kai Tang and Joe Hollier set out to create a phone that helps people disconnect from their smartphones. Through a Kickstarter campaign, they raised funds and received validation from thousands of backers. They built a physical prototype by repurposing phones, focusing on simplicity and the lack of features as the key value proposition. The positive response from users confirmed their hypothesis.

The Evolution of Light Phone

The original Light Phone was a basic 2G cell phone that seamlessly integrated with users’ smartphones. Building on the success of their Kickstarter campaign, they raised additional funds for the Light Phone 2, which included more utility tools based on user feedback. The company faced challenges in raising enough money but attracted investors who aligned with their mission. The Light Phone may consider adding a camera in the future while maintaining its focus on minimalism and avoiding distractions.

The Impact of Light Phone

Light Phone has had a significant impact on various user groups. The Buckston School implemented a smartphone ban and witnessed positive results, particularly during meal times. Light Phone has attracted a diverse range of users, including families, celebrities, artists, and musicians. The company’s success is driven by word-of-mouth and grassroots campaigns, avoiding traditional advertising platforms. Gen Zers have shown a willingness to embrace Light Phone as an alternative to smartphones.

Conclusion

Light Phone, founded by Kai Tang and Joe Hollier, offers a minimalist alternative to smartphones, allowing users to disconnect and be more present in the moment. The company’s focus on simplicity and human connection has resonated with users seeking a break from constant stimulation. With a growing user base and mission-aligned investors, Light Phone continues to provide an option for those questioning the need for excessive smartphone usage. By prioritizing peace of mind and intentional disconnection, Light Phone aims to redefine our relationship with technology.