Eric Migicovsky, the mastermind behind the groundbreaking Pebble smartwatch, is back with a fresh vision for the tech world. But don’t call it a startup. According to Migicovsky, his new business isn’t chasing venture capital or aiming for the unicorn status so many tech companies obsess over—it’s doing something completely different.

Speaking recently about his latest venture, Migicovsky emphasized that he’s rethinking the way companies operate from the ground up. Instead of striving for massive growth at any cost, his focus is on sustainability, independence, and building a business with a solid foundation. This approach stands in stark contrast to the often chaotic "move fast and break things" mantra that defines Silicon Valley’s startup culture.

"We’re not a startup in the traditional sense," says Migicovsky, explaining how he’s more interested in creating products that genuinely solve problems than playing into the hype cycle of innovation. While specifics about his new venture remain under wraps, his confidence in thinking differently and defying norms comes from the hard lessons he learned during his time with Pebble.

Pebble, launched back in 2012, was a pioneer in wearable technology, raising over $20 million on Kickstarter and being celebrated as one of the first truly successful crowdfunding campaigns. But despite its early success, the company struggled to compete with tech giants like Apple and Fitbit, ultimately being acquired by Fitbit in 2016. These experiences shaped Migicovsky’s philosophy about running businesses the right way and his belief in creating something that lasts rather than chasing fleeting fame.

The world of technology has shifted considerably since Pebble’s heyday. Consumer trust in flashy profit-driven startups has waned, making now an ideal time for someone like Migicovsky to debut a new, grounded approach. By emphasizing long-term value over short-term success, his venture could resonate with an audience increasingly skeptical of the tech industry’s excesses.

It’s too soon to tell whether Migicovsky’s unorthodox strategy will pay off, but his willingness to challenge the status quo makes him someone to watch closely. If his track record of innovation with Pebble is any indication, his next move could spark a much-needed shift in how we think about building businesses in technology—and beyond.