I sit down with Rafik Kheffache, founder of Heliosand, for our first-ever in-person episode in Paris.

This was a different kind of episode where Rafik asks me to pull back the curtain on Going Direct - why I started it, what I actually believe, and where it’s all going.

Over the past year, I’ve had 50+ conversations with founders, engineers, and builders working on decentralized production, AI infrastructure, and the future of the real economy. This one was about connecting the dots and honestly, just have some fun over a few glasses of whiskey.

It’s part philosophy, part story, part rant.

Enjoy.

Recording date: March 31, 2026

Chapters

00:00 Introduction

01:18 Going Direct Podcast Adventure

14:39 Geopolitics and Decentralization

24:47 Heliosand Is Turning Garbage Into Gold

32:31 Why Decentralization Is So Important

37:48 Doing Business In Europe As An American

42:14 The Minitel, Concorde, And Failed Innovation In France

46:04 The French VC Scam & Work Culture

55:21 French Lifestyle Is Pretty Damn Good

01:05:00 Trading Bitcoin In Switzerland

01:08:29 Is Elon Musk The Riches Men In The World?

01:17:33 Simulation Theory

01:26:54 Money = Freedom

01:41:30 Incident With The French CIA (DGSE)

01:46:34 French vs American Cultural Differences

01:53:34 Bridge Building Between The US And France

02:00:09 Importance Of Community And Relationships

Follow Jordan on X:

* https://x.com/jrwolfe

Connect with Rafik:

* Heliosand – https://heliosand.com/

* LinkedIn – https://www.linkedin.com/in/rafik-kheffache/?locale=en

* X – @KheffacheR62805

Remember to go direct!

Jordan

P.S. Build with love

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit goingdirect.substack.com