The Luba Show

Today I’m talking to Joe Cohen, founder and CEO of Infinite Machine, a company building electric vehicles. But this conversation is really about something bigger: what it means to live freely and build things that matter.

Joe has built companies across education, fashion, software, and now vehicles — and what ties them together is his obsession with freedom, accessibility, and enabling people to do life on their own terms. He calls it the “infinite game” — a framework that shapes how he thinks about business, creativity, and life itself.

It’s a conversation about ambition, creativity, and what it actually takes to build something meaningful — without losing sight of why you’re building it in the first place.

Topics covered
  • The “infinite game” framework and why finite thinking limits your potential
  • From Universe (empowerment through creation) to Infinite Machine (freedom through mobility)
  • Why “autonomous humans” is the core mission behind everything he builds
  • Building a company with your brother and the importance of going separate ways first
  • Hiring for low ego and autonomy — how to spot these qualities 
SO much more!

Timestamps
0:00 Intro
0:40 The motivation to make things
1:55 The infinite game
2:40 Deciding to be an entrepreneur
5:55 Artist vs capitalist
7:34 Why freedom matters
9:29 What is an autonomous human
10:26 Vehicles as tools for freedom
13:14 What's next for Infinite Machine
14:27 How Infinite Machine started
15:08 Going your own way as brothers
16:35 Different paths, same vision
17:36 Design in the DNA
18:42 How brothers handle design disagreements
22:35 The C2 app and Friday feedback
23:33 Building trust
25:38 Team culture and hiring
27:21 Friday show and tell ritual
30:26 Nurturing creativity
32:22 Fundraising
36:47 Manufacturing stories
37:46 Managing stress
39:09 Meditating daily for 13 years
42:56 Life philosophy
44:58 Top books

Links

Joseph Cohen
Instagram: https://www.instagram.com/jmc/?hl=en 
X: https://x.com/josephcohen 
LinkedIn: linkedin.com/in/josephmcohen 

Luba Yudasina
Instagram: https://www.instagram.com/lifeoflubaa
X: https://x.com/LubaYudasina
LinkedIn: https://www.linkedin.com/in/yudasinal

What is The Luba Show?

Honest, human conversations with interesting minds in tech and beyond.