San Francisco dominates the AI scene, but ElevenLabs illustrates that great ideas can thrive elsewhere, especially when shaped by unique experiences. Founded by Mati Staniszewski and Piotr, the company emerged from frustration with poor Polish dubbing practices, aiming to create natural-sounding machine voices. In just three years, ElevenLabs has scaled rapidly, now employing around 350 people and expanding its offerings in voice, music, and conversational agents. Their success hinges on a strategic approach that combines a global perspective with a focus on research and product development. Being based in Europe provides insights that differ from those in the U.S., particularly in understanding the nuances of voice across cultures. ElevenLabs emphasizes collaboration with the creative industry to identify how AI can genuinely enhance production processes. This customer-centric mindset enables them to navigate the challenges of rapid consumer feedback while also catering to the slower timelines often required in enterprise deployments. As the company grew, it adopted a flexible work model, opening offices in London, Warsaw, and San Francisco to tap into a wider talent pool. This global team approach helps them grasp the complexities of voice and meaning, which often gets lost in translation. Early setbacks, like customer requests for adjustable voice speed, led to a shift in their problem-solving strategy. They realized that if research solutions took longer than three months, the product team could implement quicker fixes, ensuring they remained responsive to user needs. Mati highlighted the evolving challenges of scaling a company. Initially driven by passion, they now recognize the importance of aligning incentives with strategic goals. This shift was evident in their recent negotiation with a major foundation lab for licensing voice models. The potential for commissions clashed with long-term strategic interests, prompting a reevaluation of their sales approach. This balancing act between immediate gains and sustainable growth is a crucial aspect of their ongoing evolution as a company.