Voice Startup Pivots to Analytics and Goes Public After Embracing Uncertainty

Spenser Skates and Curtis Liu created a successful voice recognition app called Sonalight, but decided to shut it down because engagement was low.

They pivoted to analytics tools, which they had built in-house for Sonalight. The new idea proved more promising.

Skates wanted to build a breakout, massive success rather than settle for an okay startup. He felt software engineering was his strength.

Most engineers are risk-averse, Skates says. Entrepreneurs must embrace uncertainty and see potential despite no validation.

Skates and Liu launched analytics platform Amplitude in 2014. By 2021 it had raised $336 million and went public.