“From my past startups I was always trying to make something unique, something that doesn't exist, and I always ended up building something that people don't really need. Here we intentionally got something that is a little bit tested. We said okay, this is a validated business model, we want just to make it much better and much simpler.”

Copying a validated idea beats inventing something nobody needs

After 15 years of failed startups, Anton reversed his strategy: instead of chasing novel ideas, he found an existing market with clunky players and out-executed them on simplicity. This deliberate choice to compete on UX rather than concept differentiation was the turning point.