Why did we start AwesomeBox? | See what it's all about.

We admit it. We’ve counted the number of friends who’ve wished us “Happy Birthday!” on Facebook and never read all the posts. When we intend to get thoughtful gift for close friends, we end up texting them instead. These days, it’s hard to be as thoughtful as we'd like. We started Muse Factory to amp up thoughtfulness.

As entrepreneurs-in-residence at Eric Schmidt's Innovation Endeavors, we interviewed hundreds of people worldwide about the most thoughtful and the crappiest gifts they’ve received. Using a "design-thinking" process we identified insights from people's stories to create AwesomeBox.

— Tony Deifell & Dana Underwood

Tony Deifell  |  Co-Founder & CEO

Tony was featured in 7x7 Magazine as one of the "The Bay Area Visionaries Shaping Our Future." Previously: Chief Strategy Officer at KaBOOM! (doubled rev. to $20M). Lead Strategist, The Big Thaw: Charting a New Future of Journalism. Created "WDYDWYD?" - the hottest team-building meme in Silicon Valley" – WIRED Magazine. MBA, Harvard. Award-winning photographer and author.

Tony used to teach photography to blind teenagers.
Dana would much rather discuss WHY than WHAT.
Dana Underwood  |  Co-Founder, COO & Chief Product Officer

Dana began his career as an electro-mechanical engineer, designing products from remote-control toys to microarrayers for biotech research. He then spent several years in sales and marketing roles. Dana also moonlights as a pro photographer. Dana earned his BS at Northwestern University and his MS & MBA at Stanford University.

Brendan Fields  |  Chief Technology Officer

Brendan is a senior product leader with experience ranging from highly scalable mature products to the testing and development of new ideas. Previously: 12 years at Microsoft on the Microsoft Exchange product line and as a senior engineer to incubate a new photo application. Senior software engineer for doxo, a cloud storage company. Founded Sepia Life, which developed web services and iPhone apps to help people connect with photo memories. He holds a patent with a Google engineer and designer at Tableau for “workflow and in-context e-mail recipient handling.” Brendan earned a Bachelor of Computer Science and Engineering from Bucknell.

Brendan co-founded a startup called GraphCalc in college and has been building products ever since.
Federica believes in intuitive design and Unicorns.
Federica Pecoraro  |
Our Italian Design Team & UX Designer of Fightbean

She's worked in a broad spectrum of industries (including automotive, finance, entertainment and mass market) with clients from Italy, USA and Switzerland. She's a strong advocate of User's needs and visionary of a simple and frustration-free digital universe.

Matteo Botto  |
Our Italian Design Team & Art Director of Fightbean

In the past years he has been working as digital art director for major brands (e.g. Lancia, Fiat, Jeep, Reckitt Benckiser...), studying in Italy, Australia and Japan. Pixel perfectionist, he believes in handcrafted design, tailored to each brand's needs.

When he is not busy in making the web a better looking place, he plans crazy adventures.
Jigar is a brand new father of a beautiful baby girl.
Jigar Shah  |  Technical Advisor

Jigar worked seven years at Cisco as a Senior Software Engineer and Sr. Product Marketing Manager with P&L responsibility for $750M and responsible for launching three new products. M.S., Computer Science from University of Southern California.

Our Awesome Team

 Tony Deifell

Co-Founder & CEO

 Dana Underwood


 Brendan Fields

Chief Technology Officer

 Peter Wang


 Federica Pecoraro

Our Italian Design Team & UX Designer of Fightbean

 Matteo Botto

Our Italian Design Team & Art Director of Fightbean

 Jigar Shah

Technical Advisor

Our Awesome Advisors

 Corey Ford | CEO & Managing Partner, Matter (matter.vc)
Corey founded Matter, a start-up accelerator for media entrepreneurs. Previously: Corey created Innovation Endeavor’s Runway Program. He also taught design-thinking innovation at the Institute of Design at Stanford University. Corey began his career in public broadcasting managing the production of 17 films for the PBS/WGBH series FRONTLINE, winning an Emmy and a duPont-Columbia Gold Baton Award. He earned an MBA at Stanford and was a Morehead Scholar at UNC-Chapel Hill.
 Kristie Gan | General Manager, Shutterfly
Kristie is responsible for products and services at Shutterfly, the leading manufacturer and digital retailer of high-quality personalized products with $641M annual revenue. Previously, she was General Manager for Cards and Stationery, Calendars, Photo Gifts. Before joining Shutterfly, she was a corporate financial analyst for JPMorgan Chase and worked on the team that took Shutterfly public (NASDAQ:SFLY).
 Harpinder Singh Madan | Co-founder, Slice (slice.com)
Harpi has been an entrepreneur in the internet and wireless space. He is currently the co-founder and VP of Product & Marketing for Project Slice. Previously he was the co-founder and Sr. VP Marketing at FiberTower, a leading independent provider of backhaul to wireless carriers. He also held software development roles building internet infrastructure and transaction processing software at Oracle and Bull-Honeywell. He holds an MBA from Stanford University, an MS in Computer Science from Indiana University and a BS in Computer Science from Institute of Technology, BHU, India.
 Keith Teare | Co-founder, TechCruch & Partner, Archimedes Labs
Co-founder of Mike Arrington’s TechCrunch. Keith was founder or co-founder of many successful companies including cScape, EasyNet, (first ISP in Europe) and RealNames. Keith was a winner of the British Telecom award for Internet Innovation, London 1995, on behalf of CYBERIA Café. Keith is a Computerworld-Smithsonian Laureate. he won the Award for Innovation in Science & Technology, in 2001. RealNames is part of the permanent collection. Keith is a founding partner at Escondido Management LLC and Partner, Chief Product Officer at Archimedes Labs.

Our Awesome Investors

Woody Benson
General Partner, Prism Ventures, Managing Director, IoT Works
Dror Berman
Managing Partner at Innovation Endeavors
Keith Bevans
Partner, Global Head of Consultant Recruiting, Bain & Company, Bain & Company
Ben Boyer
Managing Director, Tenaya Capital
Joseph Bunting
VP at HNW family office ~ 30 yrs. Board Colfax Corp. (NYSE).
Matt Clark & Margery Arnold
Matt is SVP at PIMCO
Barry Coffman
Former portfolio manager at Fidelity Investments and Boldwater Capital
Mark Cicirelli
Portfolio Manager, Elliott Management
Jere Doyle
General Partner, Oyster Angel Fund
Brooke Heckert
Co-founder & CEO, Haelo. Formerly, Vice President, Global E-Commerce, GE Capital
Jessica Gelman
VP of Customer Marketing & Strategy at New England Patriots
Rejji Hayes
CFO & SVP, ITC Holdings (NYSE: ITC)
Chad Hufsey
Co-Founder & Pres., Alturus Strategic Capital Partners
Andrew Jacobs
Managing Partner, Jamison Capital Partners
Ian Jacobs
Managing Partner, 402 Fund. Formerly, Berkshire Hathaway
Sasha Kovriga
VP & Portfolio Manager, Osterweis Capital Mgmt Inc.
Chris Leupold
Managing Director | Global Markets Western Regional Manager, Bank of America Merrill Lynch
Richard & Jennifer Linder
Former owners, PCA SKIN, Inc. Magazine's list of the fastest-growing private companies in America 2012.
Michael Linse
Partner, Kleiner Perkins Caufield & Byers.
Kim & Simon Morrish
Owners, Ground Control, largest commercial landscaper in UK
Mason Myers
Managing Director, Greybull Ventures.
Ahalya Nava
Managing Partner, Atlantic Growth Partners, formerly SVP at Dun & Bradstreet
Kaushal Majmudar
Managing Partner & Chief Investment Officer, Ridgewood Investments
Aliya & Ajit Nedungadi
Aliya was formerly Head of Marketing at De Beers. Ajit is Managing Director at TA Assoc.
Kathy Park
Managing Director, Goldman Sachs
Corbin Petro
President, ElevateHealth
Xavier Paternot & Philia Hoitis
Xavier oversees SME investments in industrial and IT sectors as Managing Partner, Vinci Capital.
Colin Pine
Director, Global Merchandising Group, NBA China. Previously: Interpreter for Yao Ming, Houston Rockets.
Nneka Rimmer
SVP, Corp. Strategy & Dev., McCormick & Company, Formerly, Partner & Managing Director, Boston Consulting Group
Robin Riske
VP of Finance, Corporate Controller, One Medical Group.
Alex & Alexis Rogers
Alex is Managing Director, HarbourVest Partners. Alexis was formerly Head of Marketing & Sr. Manager, Brand Strategy, Tesco Stores Ltd and Sr. Manager, Marketing, L'Oreal.
Sol Roth
Partner at RECM LLC, former director at Harvard Management
Alok Somani & Arsheya Devitre
Ninety South LLC
Tim Veitzer & Kimberly Johansson
Tim is CEO of National Holistic Institute, and Kimberly owns Johansson Projects art gallery.
Iain & Ronnette Watson
Watson Capital Partners LLC