Icebreakers with…YouTuber and inventor Simone Giertz

Simone Giertz

WnB Alert! : Regrettably the Youtube Video content contains bad language.

Simone Giertz is a Swedish inventor and product designer who’s created highly impractical robots, built her very own Tesla truck (“Truckla”), and decided to sell a solid white puzzle that is intentionally missing a piece. For the last seven years, she’s been documenting it all—even a brain tumor—on YouTube for her loyal 2.6 million subscribers.

We chatted with Giertz while she finished assembling what, to us, sounds like the most frustrating puzzle in existence.

What’s an upcoming project that you’re excited about?

For YouTube, I’m building a Bubble Wrap music box. So you know a small music box with a barrel? Imagine that it’s a lot bigger. And instead of little spikes hitting prongs and playing different notes, you feed in a sheet of bubble wrap, and there are different spikes that pop different bubbles. Then the bubbles resonate in different length tubes, and it can actually play a melody.

But what’s been eating up almost all of my time is this product business. I’ve been building things on YouTube for the last seven years, And I was like, okay, I should turn my YouTube channel into an R&D department. It’s been an interesting way to see what’s the next step for me in my career. Because I think the industry of creators and influencers is so young that you haven’t really seen what the end [of a career] is like.

What have you learned by building and launching actual products?

I’m exchanging one of the easiest business models, which is influencing—money in from brands, and content out—for one of the most complex and antagonizing business models you could possibly have. Why am I doing this? I’m in such a sweet spot. But I’m stoked.

I see a lot of people who are still doing the same thing that they did five years ago, and you can tell that they’re not that interested in it. And I never want to overstay my welcome.

What is your YouTube search history?

Oh, no. This is all embarrassing. I want to talk to my lawyer.

It’s rewatching a section of one of my old videos, then it’s a gossip video, some girl I went to high school with who started a YouTube channel, a trailer for a premiere that I was invited to but didn’t end up going to, a video about Lindsay Lohan, and a TED Talk about orgasms.

Would you build another car?

I would love to. But my Tesla pickup truck, Truckla, is such a tough act to follow. I don’t know what to do. And it felt like a once-in-a-lifetime project. It’s such a weird world—to be invited to car events when you’re like, “I got my driver’s license two years ago. I don’t know what I’m doing here. But I guess I’m a truck influencer now!”

MORNING BREW

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