Julien Smith Reveals the One Word That Made Breather So Successful

March 11, 2014

5:26 pm

“Private.”

When Breather launched a service for renting space by the hour, they didn’t call it “office” space. That would have attracted the same old crowd. Instead, they called it “private” space.

Partly thanks to that tweak in marketing, Breather has flourished – raising $1.5 million in funding and launching in Montreal and New York. Teachers use it for meditation or yoga classes; someone sells clothes out of it; other people go there just to take their shoes off and rest.

At SXSW, cofounder and CEO Julien Smith joined us for an interview as part of our Startup Celebration sponsored by .CO and CEA. The entrepreneur and author talked about the inspiration for Breather, raising venture capital, and what makes a great idea. Here’s the video.

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Editor’s Note: Thank you to .CO and CEA, sponsors of Tech Cocktail’s 2014 SXSW Startup Celebration!

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Kira M. Newman is a Tech Cocktail writer interested in the harsh reality of entrepreneurship, work-life balance, and psychology. She is the founder of The Year of Happy and has been traveling around the world interviewing entrepreneurs in Asia, Europe, and North America since 2011. Follow her @kiramnewman or contact [email protected]

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