The Infinite Loop of Care and Love

The Nex Way · Post #4

When I was at Apple, I often heard people say, “Take care of the customer, and the business will take care of itself.”

But how?

Who is actually taking care of the customer?

And how does the business really take care of itself?

I’ve been carrying these questions in the back of my mind for years. Recently, I felt I had reached some clarity. I call this idea The Infinite Loop of Care and Love.

And if someone asked how Nex Playground surprised many people this year, including becoming one of the most talked-about game consoles during Black Friday, this would be my answer.

The loop involves three entities: the company (Nex), the team, and the customers. Nex is not just a legal entity. It is something we intentionally shape and design.

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Nex Takes Care of the Team

As much as I take it as my personal mission to take good care of the team, in reality, it’s Nex, the company, that does.

To take good care of the team, Nex must provide both material and spiritual value. Both matter.

Material value comes from compensation. It needs to meet expectations so team members can provide for themselves and their families. Full-time employees also own a piece of the company, which may become valuable over time and contribute to greater financial freedom.

Spiritual value comes from a great company culture. A culture driven by our mission and moral compass, where we shape Nex into a force for good. A culture of autonomy, where transparency and shared context enable the team to make decisions and do the right things. A culture of mastery that relentlessly pursues excellence and growth. And a culture of connection, where we build empathy with each other and with our customers.

We want people at Nex to choose Nex, even if they had all the options in the world. Nex is part of our collective pursuit of fulfillment and happiness.

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The Team Takes Care of Our Customers

The team, in turn, takes good care of our customers.

We build something families truly want. The foundation is deeply understanding them.

Our customers are primarily parents and grandparents who want good, positive things for their families. A healthy, active lifestyle. Something that brings the family together. A companion and a catalyst for growth. A coach that helps kids build interest, confidence, and skills in sports. A teacher for music, art, and learning. A trainer that helps you stay fit. Something to play at parties that creates memories. Or an adventure that brings parents, grandparents, kids, and siblings together.

Nex Playground aspires to be all of the above. To keep getting better. And to earn its place in the living room, day in and day out.

Many of us are parents ourselves. We build for parents, and with parents. Our subscription business model allows us to be fully value-aligned with our customers. We also recognize that we aren’t perfect. We will make mistakes. So we listen, fix what’s broken, and keep pushing to surprise and delight.

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The Customers Take Care of Nex

The business does not take care of itself. Our customers take care of Nex.

They buy our product. They subscribe and renew. They join our community. They give feedback. They report bugs. They submit feature requests. They leave reviews. They tell their friends. They wear our merch. They spread the word.

Word of mouth is the ultimate form of marketing. It’s not something money can buy. When enough customers truly love what we are building, we create a self-sustaining ecosystem. One that allows us to build a better and better product, and serve more and more families.

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The Infinite Loop of Care and Love is how Nex takes care of the team, the team takes care of families, and families take care of Nex. It is the foundation for building a company that lasts beyond our lifetime.

This is our secret.

Easy to say.
Hard to do.
But worth it.