Focus and Consistency are Cool Things


projekt202 Senior Director of Business Development Rob Kaczmarek shares his insights on entrepreneurship in this episode of The Cool Things Entrepreneurs Do podcast.

Hosted by Thom Singer, the podcast regularly explores the interesting lives of business leaders such as Rob, entrepreneurs, solopreneurs, and others who have a healthy dose of the entrepreneurial spirit.

This episode was co-produced with the Austin Technology Council, renowned as an informed opinion leader and unifying voice of technology in Austin and Central Texas since 1992. As the region’s largest tech industry organization, ATC empowers members with the insights, resources and connections they need to succeed and thrive, and works collaboratively with partners to foster innovation and growth.


projekt202 right now, we are transforming experiences … mainly focusing on tech, but what we’re doing is, we’re doing research and studying the reality of the current user base … it’s really the psychology melding with technology.

We live in a world today where we interact with really cool technology at home and then we come into work and we are dealing with these clunky, legacy systems that don’t feel good and don’t give you a good experience. We at projekt202 have taken that on and we … demolish that experience, that bad experience, and try and revolutionize it.

We work with just about every industry on earth … [Our Experience Strategy and Insight research team], they observe the behaviors of the users in their natural environment and they also ask questions, so a lot of the times we ask questions, and stated behavior, constantly, again and again, is different than observed behavior.

That observed behavior is also piping back into entrepreneurship, especially here in Austin.

So, if you can imagine the typical entrepreneurship, the way that everybody thinks of it is somebody sitting in a garage, comes up with this good idea, they start to build a feature either in their mind or on a piece of paper, what do the features of this good idea look like or what are the functions of this idea if it’s hardware, and then they figure out what technology they’re going to use to build it, and then then build it and they become billionaires.

But the reality of the situation is, what often happens is you fail, and you fail once and you have to go back to the drawing board and you have to re-envision the product, and you have to do it over and over again. It’s a process that exists and that process is failing …

Where projekt202 sits, and really what sparked my interest about coming onto projekt202’s philosophy was that if you could put that observed research behavior, that piece upfront before you ever developed your features, you could get a really clear idea of what you needed to plot in that particular industry to get it to succeed, so your success rates were going to improve significantly over that.

At projekt202, we push on serving the community, bettering the community. I think that that is something that is well received in Austin, and with all the influx of new people it is very much, “Hey, this is where I came from, this is where I’m at, and let’s do something to help each other,” because at the end of the day we’re all living in the same city, dealing with the same things, and we can either choose to get mad at each other, which happens in some cities, but it doesn’t seem to happen as much here in Austin for some reason.

Now that I’ve been putting on this behavioral computer science hat [at projekt202], I’ve been doing a lot of research, even just reading, anything I can read, but also looking at myself and wondering why I buy the things I buy and why I do the things I do, and starting to question why those things are happening.

I think it’s given me some insight into why I make decisions and how I make decisions, and it’s [about] consuming technology, why I consume the technology that I consume and why I don’t consumer other forms of technology. It’s one of these things I’ve been looking at nowadays [since joining projekt202].


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projekt202 is the leader in experience-driven software strategy, design and development. We have a unique and established methodology for understanding people in context — we reveal unmet needs — which drives everything we do. This leads to a crisp, clear understanding of the customer, which shapes the design and development of new solutions and experiences. We have the expertise, teams, skills and scale to deliver sophisticated software solutions that improve any and all touchpoints across the user journey.

projekt202 has spent over 15 years bringing to life and to market compelling experiences through our Experience Strategy & Insight, User Experience, Software Development, Marketing & Analytics, and Program Management practices. Our talented team has delivered emotionally-rich and intuitive solutions for global brands and clients such as 7-Eleven, Capital One, Dell, Mercedes-Benz Financial Services, Neiman Marcus, Samsung Electronics and The Container Store, among many others.

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