For 10 years, Light has been quietly revolutionizing the smartphone market by offering a radically simple alternative: a phone that helps you spend less time on it. In this episode, Kaiwei Tang, CEO & Co-Founder of Light, shares how they built a cult following in a hyper-competitive $500B+ industry—without relying on paid ads or data-driven monetization. By stripping away social media, endless apps, and constant notifications, Light’s devices aim to return users’ time, mental health, and real-life connections. Whether you’re curious about “digital detox” or simply crave a healthier relationship with technology, this conversation shows how a lean, mission-driven brand can stand out and thrive.
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In this episode, Kaiwei Tang, CEO & Co-Founder of Light, reveals how a 10-year-old “anti-smartphone” brand has cultivated a dedicated community by doing less. Light’s flagship product, the Light Phone, eliminates data-hungry apps, social media, and constant notifications—replacing them with practical tools and pure utility. Kaiwei shares how organic word-of-mouth, celebrity shout-outs, and unwavering brand values fuel Light’s growth in a world where “paid ads” often dominate the startup playbook.
From experiencing the anxiety of leaving your smartphone at home to feeling the freedom of minimal tech, this conversation uncovers how Light stands apart from Big Tech’s attention-driven business model. If you’ve ever wanted a more balanced relationship with technology—or you’re just intrigued by how a brand can shape culture through less, then this episode is for you!
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/3hXkhcYlNlc
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Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities to help businesses grow faster. Scratch is hosted by Eric Fulwiler, and in this episode, he’s joined by Kaiwei Tang, CEO & Co-Founder of Light.
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Find Kaiwei on LinkedIn.
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