Interview with Peter Semmelhack, CEO of Bug Labs

BrownHEN Interviewed Peter Semmelhack, Brown '87, CEO of Bug Labs, New York, NY and San Francisco, CA.

1.  Peter, can you explain what your company, Bug Labs, actually does? Please describe a typical customer.

Bug Labs develops BUG, a modular consumer electronics device that lets users build whatever type of device they want by just snapping components together like LEGOS.

2. How did an economics concentrator at Brown become a major figure, first in the software industry and now in the electronics devices industry?

First, I’m NOT a “major figure!” But, to the extent that I’m anybody, it’s the direct result of me scratching my own personal “itch” and starting businesses where I, in fact, wanted to buy what the company was making. 

3. What is it like to move from a medium sized, established company, Antenna Software (of which you were a founder and CTO) to a smaller startup?

If you like starting new things, it’s a great feeling. It can be a little nerve-wracking as you go from something that’s more stable to something that’s completely new. But the thrill of starting a new company is unmatched in my experience.

4. Please comment on the effect of globalization on career opportunities in the electrical hardware and software industry. Probably much of the components used in Bug Lab devices is fabricated overseas, does such concern you?

Many labor-intensive jobs have moved overseas; it is true. But important things that the U.S. remains strong in are the core design, architecture and programming skills necessary to create a truly new and innovative product.  So I don’t see any lack of demand for individuals with those types of skills.  In fact, I see the opposite.

5. By any measure you have shown exceptional creativity in your career. How can a person develop her/his ability to be creative?

Don’t be afraid to learn from any source, even if it’s unrelated to your career. Read everything. Be a knowledge sponge. Sources of creative inspiration can/will come from very surprising places. For example, I found great creative inspiration for Bug Labs by reading about language.

6. Do you have concerns that a two-tier society is being created, where some people are very capable with technology and some are not able to use it significantly? Do you have recommendations about how to make technological literacy pervasive?

Yes. I am very concerned that there could become a two-tier society. If you look at my answer to #5, my interest in language led me to the history of the printing press, the advent of which became a great “leveler” because now books and the gift of reading could be had by many more people, not just the priests and other elites. Today, the technology is still way too complicated. The general population is not terribly tech literate. The tech world has their high priests too—they’re called geeks. We need to make high tech much easier to use and empowering. One of Bug Labs’ primary missions is just that.

7. What are the top five qualities you would ascribe to an entrepreneur?

• Self-confidence
• Patience
• A somewhat mad blindness to risk
• The ability to listen
• Humility

8. Would you speak about fear as a motivation or hindrance toward accomplishment? How has that played a factor in your path, if any?

Fear has its place but not if it’s uncontrollable. Panic is never good. But a fear of failure is certainly motivating. It’s not a sustainable motivation however, because it’s so debilitating. If there were a “good” type of fear I would defer to Andy Grove’s use of the word “paranoia” as a reasonable analog. Having a healthy dose of paranoia about your competitors, the economy, your market, etc. could motivate you to have a good Plan B for every important aspect of your business.

9. As you know, the entrepreneur’s path is filled with trials and errors, and also failures. What’s a valuable insight for entrepreneurs to keep in mind when they’re experiencing setbacks?

• Setbacks are rarely as bad as they seem at first. If you have a good team, their resiliency and determination in the face of adversity will surprise you.
• Never quit. Tenacity and perseverance are the keys to winning and are huge competitive advantages. There are many, many examples of this.
• Stay focused and don’t lose faith in your original vision.

10. What is the latest insight (about life, work, play) that you picked up and would like to share with BrownHEN?

Live a life that you are proud to call your own. How will your kids/friends describe you to others once you’ve passed on? It’s unlikely that “rich” will be something that you would want to come out first. It’s possible to have a hard charging, successful career without giving up what’s most important in life—love, compassion, family, and friendship. 

11. Who are the three individuals who have influenced your development significantly?

• My father
• My mother
• My wife

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