Discover how relentless curiosity, creative focus, and a willingness to do things that don’t scale can turn an idea into a globally recognized tech company.

Jean-Francois Chianetta, Co-founder & CEO, Augment | @jfchi | augment.com

Join Max as he interviews Jean-Francois Chianetta, founder and CEO of Augment, the AR SaaS company changing the way brands and consumers interact with 3D content. In this deep dive, Jean-Francois shares his journey from mechanical engineer to entrepreneur, revealing how he bootstrapped Augment from idea to signing enterprise clients like Coca Cola, Samsung, and L’Oreal. The episode explores the realities of startup growth: from burning midnight oil and risking financial security, to fixing a broken business model in the eleventh hour.

Listen in for candid wisdom on navigating uncertainty, staying laser-focused on your vision, and finding product-market fit for breakthrough technology. Jean-Francois unpacks mistakes, pivots, and personal philosophies that enabled Augment’s survival and growth. Whether you’re considering entrepreneurship, experimenting with new technology, or searching for actionable startup lessons, this conversation delivers practical and timeless advice.

Note: This podcast is no longer active and was originally published before 2016. Links and contact details may be out of date, but the conversation still holds valuable insights today.

Key Points

• Working two full-time jobs: building Augment by night while holding a day job for two years (00:01–00:19)
• Early focus on building and shipping quickly, even if the product was imperfect (00:55)
• Why money isn’t the main motivation—seeing business as a creative endeavor and “nearly a drug” (00:08)
• Navigating the crucial pivot from a self-serve SaaS model to tailored enterprise sales, which saved the company (00:24–00:27)
• How Augment found its market fit by observing what existing users were already doing with the product (00:22)
• Learning to say “no” to opportunities that don’t fit the company vision—even when they involve large sums (00:40)
• The importance of surrounding yourself with the right co-founders and structuring a complementary team (00:33–00:35)
• Embracing uncertainty as “different paths,” not as stress or anxiety, and always preparing for worst-case scenarios (00:43–00:48)
• The value of sharing your idea early, iterating publicly, and seeking real-world feedback (00:16–00:18)
• Why the founder’s calmness (and “tree of possibilities” mindset) sets the tone for the whole team (00:44)

Top 3 Takeaways

1. Focus on building and shipping—don’t wait for perfection or market clarity. Real feedback only comes from putting your product in the world.
2. Say no to distractions and opportunities that don’t directly serve your core vision, even if they come with tempting rewards.
3. Treat uncertainty as a navigable set of possible outcomes. Plan for the worst, hope for the best, and see setbacks as new pathways.

Links & Resources

• Pocket (read-later app): getpocket.com
• Four Steps to the Epiphany by Steve Blank
• “Do Things That Don’t Scale” by Paul Graham (Essay: paulgraham.com/ds.html)
• Magic Leap: magicleap.com

Quotes

“I don’t see any uncertainties. I see only various paths to go to various places.”

“For me, it’s like a video game to do a company. It’s really so much fun. You just want to do that all the time. It’s nearly a drug.”

“One important point: you need to show your idea to the outside world. I could have said, I don’t want to show that to anyone…but I said, let’s go there, let’s talk about my idea, and ask for feedback.”

“You need to say no most of the time. Each time you say yes, it means more work, more time…and if it’s not the most prioritized thing, you should not do it.”

“I think...