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You should really get into the nitty-gritty of what it actually takes. I thought that this was a very contained way for me to do that without me having to completely have a third career.
And then also, I just loved the instant gratification, that you can watch a show, you can download the app right away, and it really gives the entrepreneurs a platform that they would never be able to have without doing the show.
ALBA: We felt the gravity of people’s lives are kind of riding these businesses a lot of times. And I think really understanding what the values of the business are and making sure that the values always come first. And he was very aware of that because it was important for all of us, in order for us to be involved, because we’re a pretty diverse group.
They don’t have a back-up plan, and so just being also cognizant of who’s going to be the best fit to help you take this idea to the next level and self-aware enough on our end to know where we fit and how that can be leveraged. Both of your companies can appeal to anyone, but they appeal particularly to women; did the apps you were interested in or were looking to pursue fall within that demographic?
So I just thought it was such a great opportunity for people who have dreams, who want to create something that doesn’t exist in the world, and a lot of us entrepreneurs are trying to make the world a better place one way or another.
I know it sounds a bit high and mighty, but it’s true.
How did that approach come into it, and was it something you all wanted from the get-go? PALTROW: Also, a bit of a difference is we’ve all been there. ALBA: But I don’t think it serves any minority or underrepresented group to be coddled. So I actually believe in tough love, hard truths, black and white.You’re both very successful businesswomen in your own right; what do you think it takes to make a business or a product successful, and what do you look for in your collaborators? PALTROW: Again, to her point, we were looking for viable businesses and businesses that had the potential to genuinely work, that we could bring in front of the [venture capital firms], and we also felt like “Oh, I could use this in my life!” or “This resonates with me.”And I think that that’s the beautiful thing about the show is really anybody can have an idea and articulate the idea and bring it forward. There is space for ideas right now and space for innovation.The first episode will be available for free on and i Tunes, and the remainder of the episodes will be available exclusively on Apple Music each week on Tuesday evenings.Gwyneth Paltrow and Jessica Alba sat down with EW to talk about what it’s like to enter the world of reality television judging and the unexpected challenges and rewards of the show.