The Muse Factory
How did we begin?
Innovation Endeavors, a venture capital firm backed by Eric Schmidt, chairman and former CEO of Google, invested in Tony Deifell and Dana Underwood to embark on an entrepreneurial journey.
Dana & Tony started by exploring how to help people be more thoughtful in a digital age and ended up focusing on re-designing gift giving. They used a "design-thinking" process — basically Anthropology meets entrepreneurship — to identify insights about people's needs. The insights from 100+ field-based interviews and emersion experiences nationwide led to "AwesomeBox" — a gift-giving platform that is social-by-design.
They began their journey at the "pre-idea" stage. Watch their first video — on the way to Innovation Endeavors in Palo Alto.
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