Axel Täubert, bestselling author and Head of Startups at Google, visited the Steinmühle

Those who fail are often met with ridicule: “He went bankrupt,” “his company went under,” “so much for those great ideas.” Even today, founders whose companies couldn’t hold their own in the market are still stigmatized in Germany. Axel Täubert, who graduated from the Liebigschule in Giessen in 1996 and is now Head of Startups at Google, made this the topic of his talk at the Steinmühle on Tuesday evening. The provocative title: “Failure as a Business Model.”

It’s easy to forget: Anyone who starts a business has dealt with things that many employees only know about from hearsay. Formalities, business plans, capital requirements, and—if necessary—the search for investors—not to mention the willingness to work longer hours than “nine-to-five.” Almost essential: putting together the right team. “Anyone who wants to start a business needs people who are not only passionate about the same idea but whose skills complement one another.” One person is at home in the world of finance, while another loves sales and interacting with people. A third person has the expertise that the company relies on—whether as a technician, engineer, scientist, or whatever field the startup specializes in. This explicitly includes skilled trades businesses.

 

“Everything should start with the user”

Many entrepreneurs rely on financial support during the startup phase. If they can convince investors in such a situation with a novel, innovative business idea and the structure of their team, venture capital often comes into play. Investors provide funding to high-growth, unlisted startups without requiring collateral and offer not only financial assistance but also advice and access to networks. This takes the form of a venture capital fund as part of an equity investment in the company. The investment results in co-ownership, though the investors do not seek a majority stake.

Venture capital-eligible companies are those that, through their activities, offer clear customer value and an innovative advantage. Axel Täubert: “Everything should start with the user.” He cited the example of a company that, using decorative elements and a special design concept, transformed MRI diagnostic equipment into an “adventure cave” that, rather than instilling fear in children, encourages them to enter and undergo the examination.

 

If you’re going to fail, do it quickly

Only one in ten startups becomes truly successful, reports Axel Täubert. Relevant statistics show that between 80 and 90 percent of all startups fail within three years. “It’s important to recognize early on when things aren’t going well,” advises Täubert. Admitting failure shouldn’t be unnecessarily delayed in the false hope that things will still turn around. Of course, this doesn’t rule out adjusting the business plan before throwing in the towel. Fortunately, failure after starting a business is no longer seen as a stigma. On the contrary, investors often view it as a sign of experience.

“Believe in your ideas; if necessary, have them patented,” advises the speaker, who had come to the Steinmühle through the efforts of Jens Ihle, the managing director of Regional Management Central Hesse. According to Täubert, the organization, based in Gießen, is also a possible place for potential founders to pitch their ideas or find out where they can do so. During the Q&A session following the presentation, Täubert also explained that there are geographical differences in Germany regarding which regions or cities are best suited for founders: “Certain universities simply offer better opportunities for support, and in certain places there is simply a strong startup ecosystem. The Lokschuppen in Marburg is one of them.”

 

Essential Skills for Founders

The speaker specifically described the role a school can play in turning graduates into potentially successful entrepreneurs as follows: “Anyone who can read for meaning, is good at math, is a team player, and can work independently has every chance of becoming a successful entrepreneur.” Principal Björn Gemmer, who guided the highly engaged audience through the evening, also noted that the course “Jugend gründet” (Youth Starts a Business)—analogous to “Jugend forscht” (Youth Researches)—is already established at some German schools, even as a “Special Learning Achievement” and thus as an Abitur subject.

 

Grades 5 through 7 discussed Axel Täubert’s book *The Classroom Coach*

A change of scene. Axel Täubert, father of two sons aged 13 and 15, fills the forum on Wednesday morning with students from grades 5 through 7 at Steinmühlen. He reads from his book *Der Classroom-Coach*, which he co-authored with education entrepreneur Daniel Jung. A little less than four years ago, Daniel Jung—the math YouTuber to whom so many students owe a debt of gratitude for help with math problems—stood here as well. A memorable quote from that time: “You saved my butt on my final exams.”

This time, in Axel Täubert’s bestseller *Classroom Coach*, the story revolves around a learning app—a tutoring app whose development stems from an idea by a student named Nele. She and her team—which, besides her, consists of Karl, Mehmet, and Aliyah—are acting as founders. It’s an exciting journey that is first read aloud on stage by Axel Täubert himself and later by four Steinmühlen students taking on the respective roles.

Despite the longer listening time, the young audience was captivated—just like Axel Täubert himself: “The students didn’t just read it—they acted it out,” he said enthusiastically, referring to the way Leo Keil (5b), Thomas Pfotenhauer (6b), Lotta Jerrentrup (7a), and Samri Wulf (7a) portrayed their respective roles.

Afterward, there was plenty of time for questions, and the students had plenty of them. It became clear just how well-informed the students were about the latest relevant websites, and they peppered the expert guest with all the questions that were on their minds. Among them were questions that Axel Täubert preferred to sidestep, such as “How much do you earn at Google?” He credited his decision to inspire young people to become entrepreneurs to his acquaintance with financial entrepreneur Carsten Maschmeyer. Together with him, he also wrote the bestseller *Die Start-Up-Gang*.

“If you’re going to do something, do something new,” the guest concluded his appearance at the Steinmühle. And who knows—maybe he’ll run into one or two of those enthusiastic young people again someday.

Axel Täubert is a retired rapper, SPIEGEL bestselling author, and Head of Startups at Google. He lived in Gießen until he graduated from high school (Liebigschule, 1996) and, prior to his current role, served as Head of Gaming at YouTube, among other positions. He founded several companies at a young age and now supports various startups as a business angel. He is also the author of children’s books and lives in Munich with his wife and two sons.