João F. Santos

Startups are hard. Building them as an underdog is incredibly hard. I got curious about the stories of unlikely entrepreneurs winning against all odds, and thought you would enjoy reading them too.

Our second story went viral on LinkedIn, and now I regularly document the startup journeys of underdog founders I meet around the world.

I've been in startups for 10 years, most of that time in impact investing in Europe, with a few years in Asia. I've held roles as an operator (Rocket Internet), VC investor (Mustard Seed Maze), and advisor.

You may have heard about AIsthetic, a viral experiment building a company with GPT4 as a CEO. I occasionally deliver corporate innovation talks for clients such as BBDO and Pfizer.