Speed interview with Cake founder Stefan Ytterborn

At Creandum, we believe any industry can be disrupted by the right entrepreneur at the right time. Stefan Ytterborn is clearly one of them. He is a textbook example of a serial founder: After successfully establishing the no.1 brand for ski helmets, P.O.C. (yes, P.O.C. stands for Piece Of Cake), he is now turning a new industry upside down with his now seventh (!) company: Stefan is designing and producing electric motorcycles under the delicious new short-form of P.O.C: Cake.

At our Annual Berlin Dinner, we’ve speed-interviewed him about the drivers of his daily motivation, his biggest learnings and advice for founders.

1. Why did you start your latest company Cake?

When you think of the motorcycling industry, a roaring, aggressive, macho and dirty world likely comes to mind. It’s also a complex and conservative culture full of excluding aspects and behaviours. My ultimate mission with Cake is to turn this upside down.

The first time I encountered an electric motorcycle, 7 years ago, I realized it’s time for a change in the motorcycling space. I saw it as a new challenge, went out and got 15 electric motorbikes, everything that was in the market at that time, to learn about existing products. Seeing this potential for innovation motivated me to develop a new and better product for the emerging needs of future customers.

With Cake, we’re thriving to inspire a new breed of users towards zero-emission, combining responsibility with excitement.

2. What makes you a good entrepreneur?

I’ve always been driven by curiosity and the longing for bringing purpose and change to the world. Paired with my high level of impatience, I guess there simply was no better career path for me. I just couldn’t live without the speed and dynamic you’re navigating towards your targets as an entrepreneur. I enjoy being in control of my own success.

To sum it up, my personal formula of entrepreneurial success is purpose, quality, performance and innovation filtered in style.

3. What gets you out of bed every day?

My unstoppable ambition is my engine that keeps me going day after day. You should think about your vision and purpose, not only for your company but also for your personal life. Clearly defining it is crucial to keep the fire burning. I wake up every morning to bring meaning and innovation to our users and to some extent, to the society at large.

If there’s no purpose behind your actions and ideas, they won’t fly.

4. What’s the biggest learning from founding seven companies?

Rely on your gut feeling. Learn to trust your instincts. It may imply uncertainty and doesn’t guarantee a good outcome but neither does a purely rational decision.

As an entrepreneur, you’re faced with decision-making all day long and most of the times you need to act quick. Hence, my advice is to spend a fair amount of time to learn to listen to your inner feeling and continuously work on making snap judgements.

5. First P.O.C., now Cake — What is your advice to building successful global brands?

Purpose and perseverance are the most evident. Sticking to that with consistency, continuity and clarity, is key.

6. With cake and previous products, you have received endorsement and appreciation from some of the world’s largest celebrities (Madonna, Kanye West, just to name a few). What’s the trick?

It’s not my primary intention to appeal to celebrities. However, the fact that we are able to attract them is an amazing asset I´m extremely grateful for. It’s a great boost for attention, recognition and aspiration.

However, on a personal level, I´m much more energized by receiving approval by someone who’s a product expert in the categories we’re navigating in and truely has the skills of judging the product and its performance.

My explanation for winning the heart of any kind of customer is simple and has been my key compass throughout my career: An excellent product takes care of itself.

7. What keeps you up at night?

Ambiguity. The question of when to accelerate and when to hold. The right timing is crucial for the success of your startup.

8. What’s your leadership advice to entrepreneurs?

Trust yourself. Be honest to yourself.

Bombard your idea with criticism. Work it through and then clean it up.

No one but you, the entrepreneur, has spent more time turning things around and will, therefore, stand strong when confronting potential partners, investors, customers and other stakeholders.