Shownotes
Haraldur "Halli" Thorleifsson built the design agency Ueno from nothing, sold it to Twitter in 2021, and made a decision almost nobody makes: he structured the sale so he'd pay as much tax as possible, in Iceland, on purpose. Because Iceland is the country that gave a kid from a poor family with muscular dystrophy the chance to build something in the first place.
Then he started Ramp Up, which has put almost 2,000 wheelchair ramps across Iceland and is now expanding to Ukraine and Panama. And six or eight months ago, he rebooted Ueno to work on design in the AI era, because, in his words, he was bored, and his brain needs a problem to chew on. This was not the lightest conversation I've had on the show. It might be one of the most worth your time.
In this episode:
- Why he chose to pay the tax everyone told him to avoid
- Growing up poor with muscular dystrophy
- Seeing the world as decisions people made, or didn't make
- Ramp Up: from 100 ramps in Reykjavik to almost 2,000 across Iceland
- The Musk moment, and what it taught him about perception vs reality
- Building Ueno twice, and designing beyond the text box in the AI era
- Getting humbled by users again and again, and going again anyway
- What AI means for young designers entering the industry
- The decision to stop drinking that changed everything
- Kids, independence, and the sweater he can't unravel
Timestamps: 00:00 Meeting Halli Thorleifsson 00:40 Choosing to pay the tax in Iceland 06:40 Growing up poor with muscular dystrophy 09:29 Starting Ramp Up, and the world as decisions 12:06 Progress, and the case for impatience 14:52 The Musk moment, and perception vs reality 16:30 What he's building now, and getting humbled by users 18:59 Why he rebooted Ueno 24:05 What AI means for young designers 27:47 Sharing a studio with his artist wife 31:19 Getting sober, the decision that changed everything 33:13 New York, Tokyo and the cities that shaped him 35:03 What children force you to become 41:56 Creativity as building his own world 43:18 The sweater he can't unravel 45:54 What people should know about Iceland 49:15 Advice to eight-year-old Halli
Find Halli here:
Find me here:
This week's Friday bonus: Halli and I go deeper into the rebuilding: rebuilding yourself brick by brick, the boxes he packed away as a kid and never looked into, and what surfaced when the numbness lifted after 20 years. It goes to newsletter subscribers first, a week before it's public. Subscribe at https://captn.myflodesk.com/newsletter.
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If you liked this episode, listen to: Radim Malinic (S02/E34) — Halli says creativity let him build a world he wanted to live in; Radim's episode is the other side of that same coin.
