Today I’m talking to Joe Cohen, founder and CEO of Infinite Machine, a company building electric vehicles. But this conversation is really about something bigger: what it means to live freely and build things that matter.
Joe has built companies across education, fashion, software, and now vehicles — and what ties them together is his obsession with freedom, accessibility, and enabling people to do life on their own terms. He calls it the “infinite game” — a framework that shapes how he thinks about business, creativity, and life itself.
It’s a conversation about ambition, creativity, and what it actually takes to build something meaningful — without losing sight of why you’re building it in the first place.
Topics covered
The “infinite game” framework and why finite thinking limits your potential
From Universe (empowerment through creation) to Infinite Machine (freedom through mobility)
Why “autonomous humans” is the core mission behind everything he builds
Building a company with your brother and the importance of going separate ways first
Hiring for low ego and autonomy — how to spot these qualities
SO much more!
Timestamps 0:00 Intro 0:40 The motivation to make things 1:55 The infinite game 2:40 Deciding to be an entrepreneur 5:55 Artist vs capitalist 7:34 Why freedom matters 9:29 What is an autonomous human 10:26 Vehicles as tools for freedom 13:14 What's next for Infinite Machine 14:27 How Infinite Machine started 15:08 Going your own way as brothers 16:35 Different paths, same vision 17:36 Design in the DNA 18:42 How brothers handle design disagreements 22:35 The C2 app and Friday feedback 23:33 Building trust 25:38 Team culture and hiring 27:21 Friday show and tell ritual 30:26 Nurturing creativity 32:22 Fundraising 36:47 Manufacturing stories 37:46 Managing stress 39:09 Meditating daily for 13 years 42:56 Life philosophy 44:58 Top books
Links
Joseph Cohen Instagram: https://www.instagram.com/jmc/?hl=en X: https://x.com/josephcohen LinkedIn: linkedin.com/in/josephmcohen
Luba Yudasina Instagram: https://www.instagram.com/lifeoflubaa X: https://x.com/LubaYudasina LinkedIn: https://www.linkedin.com/in/yudasinal
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