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99. Solving for Why: The Role Sustainability Plays in Differentiation with Taras Kravtchouk
Episode 9910th January 2022 • Gravity • Brett Kaufman
00:00:00 00:40:15

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Continuing the Gravity podcast takeover, Brianna Bullentini is our guest host for this episode. Brianna is an entrepreneur who has been involved in the Gravity universe of projects for a while, so it’s a pleasure to hand over the podcast reins to her, this week.

Her guest is Taras Kravtchouk, the Founder, CEO, and designer at TARFORM. TARFORM Motorcycles is a startup on a mission to set a new standard for two-wheeled vehicles. By fusing modern technology with the lessons we can learn from nature, they’re redefining the way we look at building bikes.

Utilizing a carbon-free business model, and by building their products from scratch using sustainable materials – often developed in-house, TARFORM is aiming to raise the bar when it comes to making high-end products with a respect for the environment. His intent is a noble one and hearing him describe his path to achieving it is just as inspiring.

Taras has worked for companies including Google, T Mobile, and Spotify, but he got there by refining a mindset of sustainability, focusing on the right questions and inspirations. Brianna and he talk about what really drives them – what is their “why”? And why is that influence so important on the overall creative process?

The altitude of this conversation is perfect for a start-of-year episode, as we look at things from above to see a more full and colorful picture of what’s before us.

What Brianna asks:

  • [04:00] What is your “why” that brings you to the “what” of your company?
  • [05:20] What made you interested in the idea of sustainability?
  • [08:25] What is the culture of your product?
  • [12:30] Tell us about having to invent each material used in the product.
  • [17:00] How do you feel about companies that don’t have a sustainable approach?
  • [21:40] What are the major moments in your life that shaped your worldview?
  • [29:00] What’s your secret sauce? And what are your biggest weaknesses?
  • [31:55] What are you most excited about right now?

To learn more about intentional living, and for the complete show notes, visit:


Gravity is a production of Crate Media.