Our guest this week is Matt Hulett, a veteran of the Seattle tech community and the author of the new book, Unlock: 5 Questions to Unleash Your Company’s Hidden Power, published by Page Two Books.

A former executive with companies including Expedia, Mpire, Rosetta Stone and RealNetworks, Hulett is now the CEO and president of PetMed Express, a publicly traded, Florida-based online pet pharmacy. 

We talk about finding the right market segment to pursue, how startups and investors should approach the potential of an economic downturn, tips for competing with tech giants, the role that private capital can play in turning around struggling businesses, and how to think about competition, among other topics.

Read our notes on the discussion here.

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Book Excerpt: 5 questions that will help unleash your company’s hidden power
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Startups, superheroes, and the economy at a crossroads: Voices from Seattle’s tech community

Our guest this week is <a href="https://www.linkedin.com/in/matthulett/">Matt Hulett</a>, a veteran of the Seattle tech community and the author of the new book,&nbsp;<a href="https://www.amazon.com/Unlock-Questions-Unleash-Companys-Hidden/dp/177458154X">Unlock: 5 Questions to Unleash Your Company&rsquo;s Hidden Power</a>, published by Page Two Books.
A former executive with companies including Expedia, Mpire, Rosetta Stone and RealNetworks, Hulett is now the&nbsp;<a href="https://www.globenewswire.com/en/news-release/2021/08/31/2289167/10002/en/PetMed-Express-Appoints-Matt-Hulett-Former-Rosetta-Stone-President-as-CEO-President-and-Member-of-the-Board-of-Directors.html">CEO and president</a>&nbsp;of&nbsp;<a href="https://www.1800petmeds.com/">PetMed Express</a>, a publicly traded, Florida-based online pet pharmacy.&nbsp;
We talk about finding the right market segment to pursue, how startups and investors should approach the potential of an economic downturn, tips for competing with tech giants, the role that private capital can play in turning around struggling businesses, and how to think about competition, among other topics.
Read our notes on the discussion <a href="https://www.geekwire.com/2022/startup-turnaround-specialist-matt-hulett-on-unlocking-growth-and-surviving-turbulent-times/">here</a>.
Related Stories
<ul>
<li><a href="https://www.geekwire.com/2022/book-excerpt-5-questions-that-will-help-unleash-your-companys-hidden-power/">Book Excerpt: 5 questions that will help unleash your company&rsquo;s hidden power</a></li>
<li><a href="https://www.geekwire.com/2022/expedia-group-unveils-new-tech-platform-for-travel-industry-and-scoring-system-for-hotels/">Expedia Group unveils new tech platform for travel industry, and scoring system for hotels</a></li>
<li><a href="https://www.geekwire.com/2022/facing-nasdaq-delisting-realnetworks-ceo-rob-glaser-makes-bid-to-take-company-private/">Facing NASDAQ delisting, RealNetworks CEO Rob Glaser makes bid to take company private</a></li>
<li><a href="https://www.geekwire.com/2022/startups-superheroes-and-the-economy-at-a-crossroads-voices-from-seattles-tech-community/">Startups, superheroes, and the economy at a crossroads: Voices from Seattle&rsquo;s tech community</a></li>
</ul>

GeekWire brings you the week's latest technology news, trends and insights, covering the world of technology from our home base in Seattle. Our regular news podcast features commentary and analysis from our editors and reporters, plus interviews with special guests.

GeekWire reporters John Cook, Todd Bishop and guests talk about the latest tech news and trends.

GeekWire

Startup turnaround specialist Matt Hulett on unlocking growth, competing with giants, and surviving turbulent times

This week: The NBA suspends former Microsoft CEO Steve Ballmer for a year and hits the Clippers with $30 million in fines and five lost draft picks over allegedly sham endorsement deals for Kawhi Leonard, drawing comparisons to the Microsoft antitrust era.

A new Redfin report says San Francisco's housing market is booming on AI wealth while Seattle slumps, with the Bay Area-to-Seattle migration pipeline nearly dried up.

And the Seahawks sale to the Khosla family officially closes, ending the Paul Allen era, with two familiar Seattle tech names surfacing in the new ownership group.

Plus, the return of the GeekWire Trivia Challenge.

Related Stories and Links

Ballmer / Clippers
NBA suspends Steve Ballmer for 1 year, fines L.A. Clippers $30M over salary-cap scheme
NBA announces penalties and findings arising from investigation of LA Clippers and Kawhi Leonard — NBA
Read the NBA's Report on Clippers, Kawhi Leonard, and Aspiration — Front Office Sports
NBA announces punishments for Clippers after Kawhi inquiry — ESPN
The Briefcase, Ballmer's Social Network and Aspiration's House of Cards: Kawhi-Gate Part VII — Pablo Torre Finds Out

Redfin / SF vs. Seattle housing
AI wealth fuels San Francisco's housing boom while tech layoffs weigh down Seattle
Uber laying off 93 Washington state workers, hitting engineer and management roles at Seattle office
Qualtrics cut 117 jobs tied to Seattle headquarters, new filing shows

Seahawks sale
Two familiar Seattle tech figures turn up on Seahawks co-owner list as sale is finalized
'I'm the 12th man ... I want to represent that': New Seahawks co-owner with deep Seattle tech roots
What to know about Vinod Khosla, the Silicon Valley legend whose family is buying the Seahawks
Apptio co-founders reunite to launch enterprise AI startup Thira with $21M in funding led by Madrona

This week: The NBA suspends former Microsoft CEO Steve Ballmer for a year and hits the Clippers with $30 million in fines and five lost draft picks over allegedly sham endorsement deals for Kawhi Leonard, drawing comparisons to the Microsoft antitrust era.
A new Redfin report says San Francisco's housing market is booming on AI wealth while Seattle slumps, with the Bay Area-to-Seattle migration pipeline nearly dried up.
And the Seahawks sale to the Khosla family officially closes, ending the Paul Allen era, with two familiar Seattle tech names surfacing in the new ownership group.
Plus, the return of the GeekWire Trivia Challenge.
Related Stories and Links<a href="https://www.geekwire.com/2026/seahawks-buyer-vinod-khosla-punts-back-to-team-management-when-it-comes-to-lumen-field-turf-talk/"></a>
Ballmer / Clippers
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/nba-suspends-steve-ballmer-for-1-year-fines-l-a-clippers-30m-over-salary-cap-scheme/">NBA suspends Steve Ballmer for 1 year, fines L.A. Clippers $30M over salary-cap scheme</a></li>
<li><a href="https://www.nba.com/news/nba-investigation-findings-la-clippers">NBA announces penalties and findings arising from investigation of LA Clippers and Kawhi Leonard</a> &mdash; NBA</li>
<li><a href="https://frontofficesports.com/article/nba-leonard-ballmer-clippers-full-report/">Read the NBA's Report on Clippers, Kawhi Leonard, and Aspiration</a> &mdash; Front Office Sports</li>
<li><a href="https://www.espn.com/nba/story/_/id/49806356/nba-announces-punishments-clippers-kawhi-probe">NBA announces punishments for Clippers after Kawhi inquiry</a> &mdash; ESPN</li>
<li><a href="https://open.spotify.com/episode/4X4qHA9afNqMArDmGVoxm6">The Briefcase, Ballmer's Social Network and Aspiration's House of Cards: Kawhi-Gate Part VII</a> &mdash; Pablo Torre Finds Out</li>
</ul>
Redfin / SF vs. Seattle housing
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/ai-wealth-fuels-san-franciscos-housing-boom-while-tech-layoffs-weigh-down-seattle/">AI wealth fuels San Francisco's housing boom while tech layoffs weigh down Seattle</a></li>
<li><a href="https://www.geekwire.com/2026/uber-laying-off-93-washington-state-workers-hitting-engineer-and-management-roles-at-seattle-office/">Uber laying off 93 Washington state workers, hitting engineer and management roles at Seattle office</a></li>
<li><a href="https://www.geekwire.com/2026/qualtrics-cut-117-jobs-tied-to-seattle-headquarters-new-filing-shows/">Qualtrics cut 117 jobs tied to Seattle headquarters, new filing shows</a></li>
</ul>
Seahawks sale
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/two-familiar-seattle-tech-figures-turn-up-on-seahawks-co-owner-list-as-sale-is-finalized/">Two familiar Seattle tech figures turn up on Seahawks co-owner list as sale is finalized</a></li>
<li><a href="https://www.geekwire.com/2026/new-seahawks-co-owner-with-deep-seattle-tech-roots-says-im-the-12th-man-i-want-to-represent-that/">'I'm the 12th man ... I want to represent that': New Seahawks co-owner with deep Seattle tech roots</a></li>
<li><a href="https://www.geekwire.com/2026/what-to-know-about-vinod-khosla-the-silicon-valley-legend-whose-family-is-buying-the-seahawks/">What to know about Vinod Khosla, the Silicon Valley legend whose family is buying the Seahawks</a></li>
<li><a href="https://www.geekwire.com/2026/apptio-co-founders-reunite-to-launch-enterprise-ai-startup-thira-with-21m-in-funding-led-by-madrona/">Apptio co-founders reunite to launch enterprise AI startup Thira with $21M in funding led by Madrona</a></li>
</ul>

NBA's Ballmer crackdown echoes Microsoft antitrust, SF vs. Seattle housing, and a Seahawks tech twist

This week: Bill Gates published a new essay warning that the AI industry is crossing the safety lines it set for itself, and that nobody is preparing for what's coming. At 70 years old, he also uses AI more than most people half his age, and he finds it enthralling, as you'll hear in highlights from our interview with Gates about the memo. Along the way this week, we dig into his three proposals: new institutions for managing the transition, a category of jobs reserved for humans, and a tax on the use and purchase of AI and robots.

With Todd Bishop and John Cook. Edited by Curt Milton. Music by Daniel L.K. Caldwell.

Related headlines and links
The turbulent AI era is here. The choices we make now are critical. — Bill Gates, Gates Notes
'I am very concerned': Bill Gates says the world needs a plan to deal with AI, and he has three ideas to start
Bill Gates says there's 'no upper limit' on AI, citing opportunity and risk
Etzioni on AI: Bill Gates has the right diagnosis but the wrong prescription
Dwarkesh Podcast: Ryan Greenblatt — What happens once AI can automate AI research?
New York Times: Bill Gates is warning that A.I. is more dangerous than Big Tech will admit
Wall Street Journal: Three takeaways from Bill Gates's 5,784-word warning on AI: 'There is no plan'
MIT Technology Review: Bill Gates says we've passed AI's danger thresholds. Now what?
Axios: Gates confronts the Epstein questions hanging over his AI push
Transcript: Here's what Bill Gates told lawmakers in his recent Epstein testimony

This week: Bill Gates published a new essay warning that the AI industry is crossing the safety lines it set for itself, and that nobody is preparing for what's coming. At 70 years old, he also uses AI more than most people half his age, and he finds it enthralling, as you'll hear in highlights from our interview with Gates about the memo. Along the way this week, we dig into his three proposals: new institutions for managing the transition, a category of jobs reserved for humans, and a tax on the use and purchase of AI and robots.
With Todd Bishop and John Cook. Edited by Curt Milton. Music by Daniel L.K. Caldwell.
Related headlines and links
<ul>
<li><a href="https://www.gatesnotes.com/work/make-ai-work-for-everyone/reader/a-turbulent-ai-era-and-critical-choices-to-make">The turbulent AI era is here. The choices we make now are critical.</a> &mdash; Bill Gates, Gates Notes</li>
<li dir="ltr"><a href="https://www.geekwire.com/2026/i-am-very-concerned-bill-gates-says-the-world-needs-a-plan-to-deal-with-ai-and-he-has-three-ideas-to-start/">'I am very concerned': Bill Gates says the world needs a plan to deal with AI, and he has three ideas to start</a></li>
<li dir="ltr"><a href="https://www.geekwire.com/2026/bill-gates-says-theres-no-upper-limit-on-ai-citing-opportunity-and-risk/">Bill Gates says there's 'no upper limit' on AI, citing opportunity and risk</a></li>
<li><a href="https://www.geekwire.com/2026/etzioni-on-ai-bill-gates-has-the-right-diagnosis-but-the-wrong-prescription/">Etzioni on AI: Bill Gates has the right diagnosis but the wrong prescription</a></li>
<li>Dwarkesh Podcast: <a href="https://www.dwarkesh.com/p/ryan-greenblatt">Ryan Greenblatt &mdash; What happens once AI can automate AI research?</a></li>
<li dir="ltr">New York Times: <a href="https://www.nytimes.com/2026/08/26/technology/bill-gates-ai-risks.html">Bill Gates is warning that A.I. is more dangerous than Big Tech will admit</a></li>
<li dir="ltr">Wall Street Journal: <a href="https://www.wsj.com/tech/ai/three-takeaways-from-bill-gatess-5-784-word-warning-on-ai-there-is-no-plan-aa0c3441">Three takeaways from Bill Gates's 5,784-word warning on AI: 'There is no plan'</a></li>
<li dir="ltr">MIT Technology Review: <a href="https://www.technologyreview.com/2026/08/26/1142946/bill-gates-ai-danger-threshold/">Bill Gates says we've passed AI's danger thresholds. Now what?</a></li>
<li dir="ltr">Axios: <a href="https://www.axios.com/2026/08/26/gates-confronts-the-epstein-questions-hanging-over-his-ai-push">Gates confronts the Epstein questions hanging over his AI push</a></li>
<li dir="ltr"><a href="https://www.geekwire.com/2026/transcript-heres-what-bill-gates-told-lawmakers-in-his-recent-epstein-testimony/">Transcript: Here's what Bill Gates told lawmakers in his recent Epstein testimony</a></li>
</ul>

Bill Gates in his own words: How he's using AI, and why he's worried about the future

This week: Amazon's Prime Air drones are finally going national, nearly 13 years after Jeff Bezos unveiled the idea on 60 Minutes. GeekWire's John Cook goes inside Anduril's unmarked Bellevue office as the defense company builds toward 1,000 Seattle-area engineers. Plus: a reporter hides an AirTag in a rare book and tracks it to a secret Amazon book-scanning facility in Las Vegas.

With John Cook and Todd Bishop; edited by Curt Milton.

Related stories and links

Mentioned at the top
Want to know what Jeff Bezos brings to Liverpool FC? Study Amazon's Leadership Principles

Amazon drone delivery
Amazon drone delivery set to expand nationally, reaching nearly 500 U.S. cities and towns this year
Amazon's big surprise: Working on autonomous flying delivery drones — GeekWire, December 2013
Jeff Bezos unveils the Prime Air prototype on 60 Minutes — YouTube
Amazon Prime Air drone delivery expansion — Amazon
Andy Jassy's 2025 letter to shareholders — Amazon
Walmart, Wing expand drone delivery coverage — Supply Chain Dive

The AirTag and the book-scanning facility
How an AirTag planted by a reporter led to a secret Amazon site where old books are cut apart and scanned
We tracked a shipment of rare books. It ended at an Amazon AI training facility — 404 Media
AI companies are buying tons of old books because they're free of AI slop — 404 Media
Trash Transparency Project — Basel Action Network
America's e-waste: a GPS tracker tells all — PBS NewsHour
Anthropic agrees to pay $1.5B to settle lawsuit with book authors — Associated Press

Anduril in the Seattle region
Inside Anduril's AI warfighting buildup: Defense giant sees a path to 1,000 Seattle-area engineers
Anduril exits Seattle shipyard following canceled Navy program and omission from new warship list
Defense tech giant Anduril eyes new funding at $100B valuation as Seattle expansion draws protests — GeekWire, July 2026
AI weapons under scrutiny as activists plan weekend protest at Anduril's Seattle office — GeekWire, July 2026
Anduril lands $5B as defense giant builds autonomous warship operation in Seattle — GeekWire, May 2026
Defense giant Anduril is quietly building autonomous warships on Seattle's historic ship canal — GeekWire, April 2026
Military tech giant Anduril lands in Bellevue, doubling footprint in Seattle region — GeekWire, July 2025

This week: Amazon's Prime Air drones are finally going national, nearly 13 years after Jeff Bezos unveiled the idea on 60 Minutes. GeekWire's John Cook goes inside Anduril's unmarked Bellevue office as the defense company builds toward 1,000 Seattle-area engineers. Plus: a reporter hides an AirTag in a rare book and tracks it to a secret Amazon book-scanning facility in Las Vegas.
With John Cook and Todd Bishop; edited by Curt Milton.
Related stories and links
Mentioned at the top
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/want-to-know-what-jeff-bezos-brings-to-liverpool-fc-study-amazons-leadership-principles/">Want to know what Jeff Bezos brings to Liverpool FC? Study Amazon's Leadership Principles</a></li>
</ul>
Amazon drone delivery
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/amazon-finally-set-to-deliver-on-its-13-year-old-drone-promise-reaching-nearly-500-u-s-cities-and-towns/">Amazon drone delivery set to expand nationally, reaching nearly 500 U.S. cities and towns this year</a></li>
<li><a href="https://www.geekwire.com/2013/amazons-big-surprise-working-autonomous-flying-delivery-drones/">Amazon's big surprise: Working on autonomous flying delivery drones</a> &mdash; GeekWire, December 2013</li>
<li><a href="https://www.youtube.com/watch?v=Fbq6gQVLhWE">Jeff Bezos unveils the Prime Air prototype on 60 Minutes</a> &mdash; YouTube</li>
<li><a href="https://www.aboutamazon.com/news/transportation/amazon-prime-air-drone-delivery-expansion">Amazon Prime Air drone delivery expansion</a> &mdash; Amazon</li>
<li><a href="https://www.aboutamazon.com/news/company-news/amazon-ceo-andy-jassy-2025-letter-to-shareholders">Andy Jassy's 2025 letter to shareholders</a> &mdash; Amazon</li>
<li><a href="https://www.supplychaindive.com/news/walmart-wing-drone-delivery-coverage-expansion/809326/">Walmart, Wing expand drone delivery coverage</a> &mdash; Supply Chain Dive</li>
</ul>
The AirTag and the book-scanning facility
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/how-an-airtag-planted-by-a-reporter-led-to-a-secret-amazon-site-where-old-books-are-cut-apart-and-scanned/">How an AirTag planted by a reporter led to a secret Amazon site where old books are cut apart and scanned</a></li>
<li><a href="https://www.404media.co/we-tracked-a-shipment-of-rare-books-it-ended-at-an-amazon-ai-training-facility/">We tracked a shipment of rare books. It ended at an Amazon AI training facility</a> &mdash; 404 Media</li>
<li><a href="https://www.404media.co/ai-companies-are-buying-tons-of-old-books-because-theyre-free-of-ai-slop/">AI companies are buying tons of old books because they're free of AI slop</a> &mdash; 404 Media</li>
<li><a href="https://www.ban.org/trash-transparency">Trash Transparency Project</a> &mdash; Basel Action Network</li>
<li><a href="https://www.pbs.org/newshour/science/america-e-waste-gps-tracker-tells-all-earthfix">America's e-waste: a GPS tracker tells all</a> &mdash; PBS NewsHour<a href="https://abcnews.com/US/put-dozens-trackers-plastic-bags-recycling-trashed/story?id=99509422"></a></li>
<li><a href="https://apnews.com/article/ai-anthropic-copyright-settlement-claude-books-bartz-74b140444023898aeba8579b6e9f0d63">Anthropic agrees to pay $1.5B to settle lawsuit with book authors</a> &mdash; Associated Press</li>
</ul>
Anduril in the Seattle region
<ul dir="ltr">
<li><a href="https://www.geekwire.com/2026/inside-andurils-ai-warfighting-buildup-defense-giant-sees-a-path-to-1000-seattle-area-engineers/">Inside Anduril's AI warfighting buildup: Defense giant sees a path to 1,000 Seattle-area engineers</a></li>
<li><a href="https://www.geekwire.com/2026/anduril-exits-seattle-shipyard-following-canceled-navy-program-and-omission-from-new-warship-list/">Anduril exits Seattle shipyard following canceled Navy program and omission from new warship list</a><a href="https://www.geekwire.com/2026/defense-giant-anduril-is-quietly-building-autonomous-warships-on-seattles-historic-ship-canal/"></a></li>
<li><a href="https://www.geekwire.com/2026/defense-tech-giant-anduril-eyes-new-funding-at-100b-valuation-as-seattle-expansion-draws-protests/">Defense tech giant Anduril eyes new funding at $100B valuation as Seattle expansion draws protests</a> &mdash; GeekWire, July 2026</li>
<li><a href="https://www.geekwire.com/2026/ai-weapons-under-scrutiny-as-activists-plan-weekend-protest-at-andurils-seattle-office/">AI weapons under scrutiny as activists plan weekend protest at Anduril's Seattle office</a> &mdash; GeekWire, July 2026</li>
<li><a href="https://www.geekwire.com/2026/anduril-lands-5b-as-defense-giant-builds-autonomous-warship-operation-in-seattle/">Anduril lands $5B as defense giant builds autonomous warship operation in Seattle</a> &mdash; GeekWire, May 2026</li>
<li><a href="https://www.geekwire.com/2026/defense-giant-anduril-is-quietly-building-autonomous-warships-on-seattles-historic-ship-canal/">Defense giant Anduril is quietly building autonomous warships on Seattle's historic ship canal</a> &mdash; GeekWire, April 2026</li>
<li><a href="https://www.geekwire.com/2025/military-tech-giant-anduril-lands-in-bellevue-doubling-footprint-in-seattle-region/">Military tech giant Anduril lands in Bellevue, doubling footprint in Seattle region</a> &mdash; GeekWire, July 2025</li>
</ul>

Startup turnaround specialist Matt Hulett on unlocking growth, competing with giants, and surviving turbulent times

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