Bill Gates recently shared a surprising yet heartwarming piece of advice: when your daughter asks you to work a shift in customer service at her startup, the only right answer is yes. This nugget of wisdom came from a LinkedIn post where he discussed how technology should be used to make systems more efficient, fairer, and accessible—a goal achievable only by genuinely listening to the users of that technology.

In an inspiring family moment, Bill Gates spent a day working in customer service for an AI-driven app developed by his youngest daughter, Phoebe Gates. This simple act speaks volumes about the importance of gaining firsthand experience and empathy in the tech world—even when you’re one of the world’s most renowned innovators.

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Phoebe’s app, called Phia, is a free tool designed to help shoppers find the lowest prices on clothing items across the internet. It works through a browser extension available for Chrome and a dedicated iOS app. Launched officially in late April 2025, Phia scans over 40,000 websites—including those selling secondhand or used goods—to bring users the best deals quickly.

Price comparison tools aren’t new, but Phia’s focus on fashion combined with the power of AI technology sets it apart. Fashion shopping has long been underserved by price comparison apps, which typically concentrate on tech gadgets or household items, so this fresh approach is a welcome one.

Why Bill Gates decided to take a shift in customer service

Most would expect Bill Gates to simply back this app quietly or invest heavily. However, he chose to roll up his sleeves and hop on the phones—reportedly to better understand the challenges and user feedback directly. This move, while partly promotional, signals a deeper commitment to user experience and the idea that every perspective matters in tech development.

Bill Gates openly admitted that he didn’t want to invest in the app because he feared interfering too much. He told the New York Times that he thought he might have been “too controlling” and “overly nice,” which could have complicated things. Instead, he decided to advise Phoebe only when asked, allowing her the space to grow the startup independently.

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Born in 2002, Phoebe Gates is not just Bill’s daughter but a passionate entrepreneur who co-founded Phia alongside her Stanford roommate, Sophia Kianni. Their partnership underscores a modern trend of young, socially conscious innovators tackling practical problems using AI and machine learning.

Phoebe’s effort to carve out her own path in technology is impressive, even if it’s partly expected given her background. Her involvement in the early stages, working directly with users and shaping the product, demonstrates the value of hands-on learning over relying solely on family name or capital.

What this means for tech innovation and leadership

Bill Gates is 69, a Microsoft co-founder whose impact on technology is historic and monumental. Watching him support his daughter’s startup in such a grounded and humble way offers an insightful lesson for tech leaders everywhere. It’s a reminder that even the most successful figures benefit from listening closely to users and plugging into the day-to-day human experience behind technology.

This story also hints at how leadership in tech might evolve: away from just spreadsheets and boardrooms to genuine customer engagement and adaptability. Sometimes, the best way for innovators to understand their product is to use it or support those who do. It’s a personal story that many entrepreneurs and parents alike might relate to—balancing mentorship and freedom, encouragement and experience.

Watching Bill Gates embrace the customer service role, if only for a day, made me reflect on the simple but profound impact of stepping into someone else’s shoes. It made me wonder—how often do we hear from the people who actually use the technology or service? And are we, as consumers or creators, really doing enough to listen?

If you had the chance to help out at a family member’s startup, would you say yes? Or are there ways you think tech leaders could learn better from their users?

I’d love to hear your thoughts—share your stories or opinions on how technology can be more approachable and customer-focused in the comments below! Do you think more CEOs should spend time on the front lines? Let’s start the conversation.