"50 AI Agents Running My Company" Is a Lie. Here's How I Build It | Gumloop, Max Brodeur-Urbas
"50 AI agents running my company" — that's not automation. That's a slop machine. Max Brodeur-Urbas, Co-founder and CEO of Gumloop, just raised a $50M Series...
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Intro
- 00:00There's a category of like entrepreneurs
- 00:02might be a negative term, but someone
- 00:03who thinks that they can just build a
- 00:05business by with a single click, you
- 00:06know, like it's effortless. Because I
- 00:08bought this course, I now have the the
- 00:09recipe to making a million dollars a
- 00:11year as a side hustle. There's kind of
- 00:13an anti pattern with AI right now where
- 00:15I have 50 AI agents running my company
- 00:17and I have a seuite of AI that tells me
- 00:19what to do every day. I [music] think
- 00:21that's the wrong approach. That's just
- 00:22like you're making a slot machine. Slop,
- 00:24not slot. Everyone on Twitter is like,
- 00:26"I automated [music] everything and I I
- 00:28don't do I work one hour a week and I
- 00:29make $10 million on the weekend with my
- 00:31[music] SAS app." Like, most of that is
- 00:33just marketing. They're lying to you.
- 00:34Uh, for the most part, you can sell hope
- 00:36really easily. But you're selling this
- 00:38vision of like skipping the hard work,
- 00:39shortcutting directly to the value,
- 00:41which will never happen. It'll never
- 00:42work. But for the person who's selling
- 00:43you that course, they're [music] going
- 00:44to make a ton of money. They they found
- 00:45the way to print money. My name is Max.
- 00:49I'm the founder and CEO of Gum Loop. Gum
- 00:51Loop is an automation platform [music]
- 00:52that is automating about 4 million
- 00:54workflows every day across huge
- 00:56businesses like Instacart, Shopify, Door
- 00:58Dash, Gusto.
- 01:01We're a team of 15 [music] at this
- 01:03point, scaling pretty quickly. What it
- 01:04does is it lets people who really
- 01:05understand a problem within a business
- 01:07like the marketer or the salesperson or
- 01:09the ops [music] person automate their
- 01:10own work instead of having to spec it
- 01:12out and explain it to an engineering
- 01:13team to build that [music] solution for
- 01:15them.
Rule 1.Throw Yourself Into the Ether
- 01:26I went to McGill in Montreal. I studied
- 01:29software engineering. Really liked doing
- 01:31well in school. So, I put a lot of
- 01:32effort into that. Um, studied all the
- 01:34time. Tried to get the best grades I
- 01:36possibly could. I remember [music] my
- 01:37goal all throughout college was just get
- 01:38a good job. I wanted to work in big tech
- 01:41cuz I thought that would be the the
- 01:42right path to follow. Realized pretty
- 01:44quickly that I hated it. What most
- 01:46people say when when [music] you're
- 01:48thinking about starting a company is
- 01:49like I'll just go to big tech for a
- 01:50little bit. I'll learn a bunch and then
- 01:52I'll do my own thing. I think that's uh
- 01:54kind of cope in a way like a lot of
- 01:56people say that they go and do it and
- 01:58then they they [music] end up kind of
- 01:59getting golden handcuffs and never
- 02:00leaving and they never actually go and
- 02:02start their own thing. I don't think
- 02:03I've used anything I learned in big tech
- 02:05in my startup at all. I think the only
- 02:07thing working in big tech actually
- 02:08provided is some sort of default respect
- 02:11I guess from uh people when they they
- 02:13realize you're not just a random person
- 02:14like you actually had a company validate
- 02:16that you're you're competent in some
- 02:17way. So getting that logo on your resume
- 02:19is is helpful a little bit. But I don't
- 02:21think I learned anything novel when I
- 02:23was there. A lot of the things that I do
- 02:24now are motivated by the things I didn't
- 02:26like at Microsoft. Most of the things I
- 02:28do are the exact opposite of how they
- 02:30work in big tech. what you can do when
- 02:32you're 21, 22, 23 with no
- 02:34responsibilities, no obligations to
- 02:36anyone. Those are kind of years you can
- 02:37never get back. And if you're spending
- 02:39it just going to your 9 to5, logging in,
- 02:41fixing a ticket, and then logging off,
- 02:43you're kind of wasting those really,
- 02:44really important years. If we're going
- 02:46to do it, why don't we just do it now?
- 02:47Figure out what the more reliable,
- 02:48responsible thing to do later. I think
- 02:50that was the right choice, just like
- 02:52throwing ourselves into the ether and
- 02:54seeing what worked.
- 02:56I actually got deported from the United
- 02:58States and banned for 5 years. But it
- 03:00was nothing illegal or anything. I quit
- 03:02Microsoft and then I moved back to
- 03:04Vancouver. And my thought was like, I'm
- 03:05just going to live in Vancouver for a
- 03:07year, build stuff in my bedroom. And
- 03:09then one weekend I was going to visit my
- 03:10old roommates in Seattle and they were
- 03:12like, the border people are like, where
- 03:13are you going? Where are you staying?
- 03:14What do you do? So they turned me around
- 03:16at the border after a bunch of questions
- 03:18cuz I I was suspicious. Basically, the
- 03:20suspicion was that I was going to stay
- 03:21for longer than I was saying, even
- 03:23though I was just going to stay for 2
- 03:24days. But that came with a 5-year ban
- 03:26from the country. And then that was kind
- 03:27of the moment where I realized I had to
- 03:29build a company because I I had no
- 03:32fallback plan. I decided to just take it
- 03:33more seriously, build things that people
- 03:35actually want, something that could make
- 03:36money. I was pretty terrified, honestly.
- 03:39I remember driving back from the border
- 03:42to my girlfriend's apartment, just like
- 03:45almost in shock. [music] It took me a
- 03:46couple days to settle and calm down a
- 03:49little bit, but after that, it was just
- 03:50focus. I kind of just worked for the
- 03:52next 6 months as hard as I could.
Rule 2.Prove Yourself Wrong
- 03:57I tried everything like I was trying to
- 04:00build anything that seemed remotely
- 04:02valuable. Built a video game moderation
- 04:05software in VR and then I did general
- 04:08trust and safety tooling. I did bot
- 04:09detection software um for web traffic, a
- 04:12platform like an anti-cam platform. I
- 04:14built a ton of stuff and then would make
- 04:16an MVP and then try to sell it and see
- 04:18if there was interest from the market.
- 04:19Over and over I tried that kind of like
- 04:20once a week. I had a different idea,
- 04:22something I was experimenting with, and
- 04:24then I'd learn pretty quickly that it
- 04:26was a bad idea. The more I did it, the
- 04:28more I got used to proving myself wrong,
- 04:29and I I kind of learned the
- 04:30counterintuitive fact that in startups,
- 04:32you're actually chasing proving yourself
- 04:34wrong. That's the best thing that can
- 04:35possibly happen cuz you're saving weeks
- 04:37or months of time. In the beginning, I
- 04:39was building ideas for months and then I
- 04:41would hope that someone would prove me
- 04:42right and say this was worth building,
- 04:44but that's the opposite of what you
- 04:45should be doing. I wasted maybe 3 months
- 04:47doing that. You should actually be
- 04:49hunting for someone to tell you why this
- 04:50won't work. If you can't find a reason
- 04:52it won't work, then you actually have
- 04:53some sort of tangible idea you should
- 04:55pursue. If I could do it all over again,
- 04:56I would be hunting for the strong reason
- 04:59why something won't work instead of
- 05:01hoping for the reason that might build
- 05:03as much as you can. Like that's what
- 05:05provides the most information. I don't
- 05:06think I would have ended up building Gum
- 05:08Loop if I didn't fail 10 times before
- 05:10that. Talking to users as much as you
- 05:11can, it's almost a a privilege you have
- 05:13to earn because in the beginning you
- 05:14won't have any users to talk to. you'll
- 05:16be kind of begging people to try your
- 05:17product, which is not a fun position to
- 05:18be in, but something you have to kind of
- 05:20go through. I think putting them at the
- 05:21forefront of everything you're building,
- 05:23even if uh they're saying things you
- 05:24don't want to hear, your product sucks
- 05:25or you're not building the right thing
- 05:27or it's not solving my problem, that's
- 05:28actually the most val valuable feedback
- 05:30you can get. When I started working on
- 05:32the current version of Gum Loop, that
- 05:34was like one of the first days where I
- 05:35stayed at the office till midnight
- 05:36because I was so excited about what I
- 05:38was building. Like I I couldn't get
- 05:39enough of it. And that just kind of
- 05:40compounds over time. Like if you find
- 05:42that thing that will get you to work
- 05:43until midnight and not want to close
- 05:45your laptop, every day becomes easier.
- 05:47You kind of just uh build this crazy
- 05:49momentum that you can't get enough of.
- 05:51Do you remember AutoGPT? There was this
- 05:53super popular open source agent
- 05:55framework. It kind of took Twitter and
- 05:57the world by storm because it was the
- 05:58first time that it felt like AI could do
- 06:00something agentically and solve a
- 06:02problem on its own. I saw it on Twitter,
- 06:04tried it out. It was pretty amazing. I
- 06:06didn't actually push the limits and see
- 06:08how it would break. But in in the first
- 06:10demo, it seemed really cool. So I joined
- 06:12the Discord server which was growing
- 06:14pretty exponentially at the time and I
- 06:15would see all these people asking like
- 06:17how what is GitHub? How do I use a
- 06:19terminal? How do I install something
- 06:20locally? What is a dependency? I
- 06:22realized if I just solved that problem
- 06:24for them and built this nice little UI,
- 06:25then I mean I'm doing something
- 06:27interesting. And my thought was I would
- 06:28learn how to build a front end so it
- 06:30would be a good use of time. I didn't
- 06:31think it would become anything special.
- 06:33But whenever anyone would ask in the
- 06:34Discord server for help setting up their
- 06:36local environment, I would send them a
- 06:38link to AgentHub, which was the first
- 06:39version of it. After building it for a
- 06:41couple days, I was like, "Oh, this could
- 06:42be like GitHub for agents. If agents are
- 06:44useful, I could have the platform that
- 06:45you host them on that you can interact
- 06:47with them on." That idea kind of
- 06:48crumbled after a few days when I
- 06:50realized the agents weren't useful,
- 06:51which was the the aha moment. I had a a
- 06:53platform that people wanted to use, but
- 06:55they were frustrated with because the
- 06:56agents were so unreliable. So I kind of
- 06:58gave them what they were secretly asking
- 06:59for which is just reliability,
- 07:01predictability. All of their use cases
- 07:03were so simple that I thought I could
- 07:04just build a framework that lets them
- 07:05kind of automate the steps one after
- 07:07another. And then that kind of just
- 07:09naturally grew into this crazy
- 07:10automation platform. It was for
- 07:12developers because it was an open source
- 07:14project. But the audience that really
- 07:16went crazy for it were non-technical.
- 07:18they were like business admins at a
- 07:20company or ops people or HR people who
- 07:22were just enthused about the idea of AI
- 07:24actually solving a problem for them and
- 07:26and automating their work. So realizing
- 07:28that the actual audience was 80%
- 07:29non-technical that was when I realized
- 07:31like I need to build something that is
- 07:33approachable for them that feels fun for
- 07:34them to use that doesn't frustrate them
- 07:36with all the complexity that was kind of
- 07:37the motivation behind the the simplified
- 07:39version of autograph. We got into IC 5
- 07:41months before the batch started. For
- 07:43that 5 months the product was still
- 07:44completely free. We knew that we were
- 07:45going to turn on pricing at some point.
- 07:47During the batch, I think in the first
- 07:49week, we turned on pricing. We made the
- 07:50product $20 a month because we couldn't
- 07:53imagine charging more than Chat GBT. But
- 07:54our first paying customer was just this
- 07:56guy named Kai who he paid $20. We
- 07:59freaked out. It was like the greatest
- 08:01moment ever. Uh seeing the Stripe
- 08:02notification pop up. And then he's still
- 08:05a user.
Rule 3.Real Networks Aren't Built at Cocktail Parties
- 08:09I was stuck in Canada during all of YC.
- 08:11So, I had all of the pressure of needing
- 08:13to build something amazing and live up
- 08:15to just the expectations that we had for
- 08:17being in YC, but I didn't have any of
- 08:19the distractions. So, I was just in a
- 08:20small studio apartment in Vancouver just
- 08:23in my room coding as fast as I could. I
- 08:25think we learned that staying focused
- 08:26and and not getting distracted by like
- 08:28the networking events and the the random
- 08:30parties that people in tech host is
- 08:33really powerful. Like the people who are
- 08:34actually building something amazing are
- 08:36not at those events. Like no, no one is
- 08:38really networking if you're bu if you're
- 08:39on to something. So, I think I've kept
- 08:41that attitude going forward. Like, I
- 08:42don't normally go to events for the most
- 08:44part. My co-founder never goes to events
- 08:46almost to a fault. Most people haven't
- 08:47met him because he's just working all
- 08:49the time. That's the biggest takeaway
- 08:51that if you stay focused and you just
- 08:54talk to users [music] as much as you can
- 08:55like your network will emerge pretty
- 08:57naturally. Fundraising like a lot of
- 08:58people think you have to go out and
- 08:59network in order to [music] find meet
- 09:01these investors and convince them about
- 09:02your idea, but if you build something
- 09:04exceptional, they will actually come to
- 09:06you. It's not actually not that
- 09:07complicated. You just have to show them
- 09:08that you'll succeed without them and
- 09:10then you'll be the one getting the email
- 09:11telling them to wait. That was probably
- 09:13the biggest realization during YC that
- 09:15it's not that complicated. Just build
- 09:17something great. Yeah. It's not a
- 09:19network is not made at the cocktail
- 09:20party.
Rule 4.Great Products Aren't Built in One Click
- 09:24There's kind of an anti pattern with AI
- 09:26right now where you can go too far in
- 09:28one direction and become the type of
- 09:29person who's like I have 50 AI agents
- 09:32running my company and I have a seuite
- 09:33of AI that tells me what to do every
- 09:35day. I think that's the wrong approach.
- 09:37That's just like you're making a slot
- 09:38machine basically. Slop, not slot. I
- 09:41think it's important to know what you
- 09:43should be using AI for and what you
- 09:44shouldn't. Like keeping the human touch
- 09:45in the important parts and automating
- 09:47the repetitive things is the way to go.
- 09:49I always see the best users as being
- 09:50super AI enabled, not replacing their
- 09:52entire job with AI. But it's it's a
- 09:54slippery slope. Like it's everyone on
- 09:56Twitter is like, I automated everything
- 09:57and I I don't do I work one hour a week
- 09:59and I make $10 million on the weekend
- 10:01with my SAS app. Like most of that is
- 10:03just marketing. they're lying to you.
- 10:05Uh, for the most part, like I think
- 10:06there's a lot of uh course bros, I like
- 10:09to call them, uh, like people who sell
- 10:10the dream and all these people on
- 10:12Twitter are kind of inspired by the fact
- 10:14that I could make 30,000 this weekend if
- 10:16I just copy this workflow and and
- 10:18comment and then they'll give me the the
- 10:20recipe. I guarantee that's never worked.
- 10:21They're they're shilling the vision of
- 10:23productivity without actually offering
- 10:25anything [music] novel. I think that the
- 10:27value comes from when you apply AI to
- 10:29something you understand deeply. If
- 10:30there was some magic solution that would
- 10:32make you $30,000 in a weekend, they
- 10:34wouldn't be giving it to you on Twitter.
- 10:35The most productive people who are
- 10:36actually generating the most value, it
- 10:38normally comes from taking something you
- 10:39really understand, applying AI to it,
- 10:41wherever you see fit, and then [music]
- 10:42just scaling from there. I think it's
- 10:44cuz I I see the same patterns emerging.
- 10:47Like whenever there's a hype bubble,
- 10:48like with crypto or with NFTTS or with
- 10:50AI, there's a section of [music] the
- 10:52community that's a little vulnerable. I
- 10:54think easily persuaded and convinced
- 10:56that something will save them from
- 10:58whatever [music] situation they're in.
- 10:59you can sell hope really easily. So I
- 11:01think there's a lot of people online who
- 11:02take advantage of that and make content
- 11:04that is just fictitious. There's a
- 11:07category of like entrepreneurs like
- 11:09entrepreneurs but a want entrepreneur
- 11:10might be a negative term but someone who
- 11:12thinks that they can just build a
- 11:13business by like with a single click you
- 11:15know like [music] it's effortless
- 11:16because I bought this course I now have
- 11:18the the recipe to making a million
- 11:20dollars a year on as a side hustle but
- 11:22you're selling this vision of like
- 11:23skipping the hard work cut shortcutting
- 11:25directly to the value which will never
- 11:27happen. it'll never work. Uh, but for
- 11:29the person who's selling you that
- 11:30course, they're going to make a ton of
- 11:31money. They they found the way to print
- 11:33money. Basically,
- 11:35I only automate the things I really
- 11:37understand. Like, if you're automating
- 11:39something you don't understand, it's
- 11:40just going to be a slot machine. If
- 11:42you're using AI to do something you
- 11:44don't actually understand at all, often
- 11:45times you're creating just uncertainty.
- 11:47Like, if you're using AI to code and you
- 11:49don't know how to code at all, you're
- 11:50making malware at the end of the day.
- 11:52Like, it'll it'll come back to bite you.
- 11:54And vibe coding can only go so far. Same
- 11:56thing with automating workflows. Like if
- 11:57you're trying to automate something you
- 11:59could never do yourself or you don't
- 12:00understand, you're going to create
- 12:01something that's pretty poor. So I think
- 12:04I I apply AI to speed myself up and take
- 12:06the things I do understand, do it way
- 12:08faster so I can learn more things and
- 12:10like grow as a person, but I'm never
- 12:12[music] like trying to shortcut
- 12:13understanding something or like
- 12:15expanding my skill set by like having AI
- 12:17just replace me and and do things for
- 12:19[music] me. It's possible that the last
- 12:21generation of great engineers has been
- 12:23born because there was this era of
- 12:25actually needing to understand what's
- 12:26going on and then getting accelerated by
- 12:28AI. But now people can skip the
- 12:31understanding part and just accelerate
- 12:32with AI. I think there's going to be a
- 12:34like a few a much smaller community of
- 12:36people who actually use AI as a learning
- 12:37tool and they understand the
- 12:38fundamentals, use it as like a a teacher
- 12:41to really grasp what's going on. But
- 12:43it's a slippery slope as well because
- 12:45it's so easy just to not want to
- 12:46understand why something works cuz it
- 12:48just like your website worked or the
- 12:49feature did what you wanted but you
- 12:51didn't take the time to like really dig
- 12:52into why why it worked or why it didn't
- 12:54or what knock-on effects this could
- 12:56have. So I [music] think there will be a
- 12:57a bigger split in the people who are
- 12:59truly exceptional versus the people who
- 13:01are not. Because if you can actually
- 13:03have the determination to like pause,
- 13:05try to understand the problem, have AI
- 13:07teach you the things you don't
- 13:08understand, you'll become exceptional
- 13:10even faster [music] than before and then
- 13:12the average person will just kind of
- 13:13fall to the slop.
Rule 5.Hiring is Like Dating
- 13:17Almost everyone we've hired is through
- 13:18network. A lot of people we hired were
- 13:20actually customers. So like our customer
- 13:22from Instacart quit his job and joined
- 13:24us. Our customer from Web Flow quit his
- 13:25job and joined us. Someone from Shopify
- 13:27quit their job and joined us. They
- 13:28already had conviction. Like they love
- 13:29the platform so much that they decided
- 13:31to drop everything and contribute to the
- 13:33mission. It's a really like fun way to
- 13:34hire because the only thing you really
- 13:36have as a startup is the optimism in
- 13:38general. Like you need to be excited to
- 13:40come to work every day and and be the
- 13:41one proving everyone wrong for when they
- 13:43say like, "Oh, why won't this company do
- 13:44this or why won't [music] this big
- 13:46company just steamroll you?" But these
- 13:48people are already bought in. Like they
- 13:49use the tool every day. So they love
- 13:50what you're doing already and they're
- 13:52like they see the vision. So, it's a
- 13:54very quick transition. You just have to
- 13:55figure out the details of how you
- 13:56onboard them. It's like dating in a way,
- 13:58like you have to be the person that
- 14:00someone would want to date. [music] You
- 14:01can't just like beg someone to date you,
- 14:02just like you can't beg someone to join
- 14:04your company. So, you have to build
- 14:05something amazing and have traction
- 14:06[music] to make the best people on earth
- 14:07want to join you. But it all starts with
- 14:09just like doing it. You have to start
- 14:10somewhere. My co-founder only joined
- 14:12because I had a version of the product
- 14:13that was working in the early days.
- 14:15Like, I was demoing the first version of
- 14:17it and he got excited by that. So, he
- 14:18joined. You have to build something
- 14:19exceptional. We're having a lot of fun
- 14:21at Gum Loop. Like every every day
- 14:23there's no one like being told to stay
- 14:24late. There's no hour you have to show
- 14:26up or hour you have to leave. Everyone
- 14:27is just kind of all we're all equally
- 14:29excited about the mission [music] and
- 14:30love what we're doing. And a big filter
- 14:33for how I hire people is like, do I
- 14:34actually want to spend all my time with
- 14:36this person? Could I hang out with them
- 14:3724/7? That has just kind of like
- 14:39compounded over time. And now we have a
- 14:40big group of people that are all really
- 14:42well adjusted, really fun to work with,
- 14:44ambitious, excited, uh, intelligent. The
- 14:47more people you hire like that, the more
- 14:48exciting it gets for everyone. So it
- 14:50just kind of like the momentum builds
- 14:51[music] in this direction and and people
- 14:53love what they're doing. I think there's
- 14:55a million reasons to not build every
- 14:57startup. Like it's it's very easy to
- 14:59hear an idea and say like what's the
- 15:00moat? Why won't X company do this? Why
- 15:02won't Y company do that? I think the
- 15:04people who are like really asking
- 15:05themselves that and obsessing over those
- 15:06questions will never build anything. You
- 15:08end up just working for a big player and
- 15:09being a pawn in their game. But if you
- 15:11try things and try to prove just like
- 15:13take a risk and try to prove other
- 15:14people wrong, you'll end up somewhere
- 15:16that people are like how how did you get
- 15:18there? how are you leading this company
- 15:19that so many people use? And the answer
- 15:21was just like, you tried and it worked.
- 15:24And when it didn't work, you tried
- 15:25again. I could have on day one explained
- 15:27to myself a hundred reasons why Zapier
- 15:29would do this better than us or why
- 15:30OpenAI and all these big players would
- 15:32crush us and then no one would be using
- 15:34Gum Loop. We wouldn't have created
- 15:35anything new. I think the biggest
- 15:37quality [music] that makes a founder
- 15:39start founding something is thinking
- 15:40that they can do it. Like you will never
- 15:42start a company if you don't think
- 15:43you're going to be the person to do it.
- 15:44So it just takes this blind confidence.
- 15:46It's pretty exciting just how much
- 15:48someone can do when they think they can
- 15:49do it.