Barak is the founder of MarketCentrix, a consumer strategy consultancy for tech companies. Barak consults to start-ups, VCs, and large companies and serves as a board member or advisor to start-ups. Most recently, Barak was the Director of Operation and Strategy at the MIT Media Lab. Prior to the Media Lab, Barak was CEO of Evi, the virtual personal assistant acquired by Amazon, and is now the intelligence in Amazon Alexa. Over his 30 years + in consumer technology, Barak established a broad range of businesses. He was the founder or senior executive in many start-ups, including Wolfram Alpha, Six Apart, OmniSky, The Go Network, and Logitech. Before Logitech, Barak spent over nine years at Apple USA and Apple Japan in several roles leading consumer marketing, and he was the founding manager of Macy’s Computer Stores. In our conversation, Barak explores the leadership traits of successful disruptors, how organizations look like supporting those leaders, and the common pitfalls firms encounter along the way. We end our inspiring discussion with an outlook on the possible impact of (technological) change on humanity.