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This Guy Is Launching 12 Startups in 12 Months

This Guy Is Launching 12 Startups in 12 Months Business WIRED


That may sound like a gag from Silicon Valley, the spot-on TV parody of the tech world, but Gifbook is a honest-to-goodness internet service. It was founded byPieter Levels—a 28-year-old Dutch programmer, designer, and entrepreneur—and it’s just one of several unexpected online services Levels has unleashed on the world.

Levels is on a quest to launch 12 “startups” in just 12 months, and he’s a third of the way home now. One, called Play My Inbox, gathers all the music it finds in your e-mail inbox into a single playlist. Another, called Go Fucking Do It, gives you a new way to set personal goals. Basically, if you don’t reach your goal, you have to cough up some cash to Levels. Gifbook, due to launch by the end of the month, is his fifth creation.

Launching one product a month would be a major endeavor for anyone, but Levels has ramped up the degree of difficulty. For one, he’s building all this stuff while traveling the world. He has no fixed address. Instead, he lives out of a single backpack and works from coffee shops and co-working spaces. And two, each of these “startups” is a one-man operation. “I do everything,” he tells WIRED from his current home, The Philippines. “I’m sort of a control freak.”

Depending on who you ask, Levels represents either everything that’s right about the state of the technology industry or everything that’s wrong. He’s self-motivated, ambitious, and resourceful, building each of these projects without any outside investment. But on the flip side, he’s yet another young white male making products that solve what many people see as trivial problems for an already privileged subset of the population, while ignoring larger issues like global warming and wealth disparity.

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Everything that's wrong. He'd rather work on 12 small ideas than one big one.

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