Startup learning from ‘P.S. I Love You’

The Danish Heart Foundation just announced that they are closing down their youth-oriented dialogue website ‘P.S. I Love You’ a mere 3 months after launching it in May.

‘P.S. I Love You’ have been surrounded by a lot of controversy focusing on working with alternative, holistic thinking partners at odds with the foundations of the basic science, the foundation normally base everything they do on.

From that angle, closing the initiative down was a sure thing waiting to happen. And to be honest I don’t think many people will miss it now that it’s gone.

But there was another thing that puzzled me and says everything about why context is important, when you judge something:

Had ‘P.S. I Love You’ been a startup idea, we would perhaps by now be applauding it;

they launch with what they deem is a MVP,

they get the feedback,

they realize it’s not going to work,

and they sunset it.

Move fast and break stuff.



Fuck it, let’s ship it!


Turns out context is everything.


And again – as I have mentioned before:

When you are working with something related to peoples health and their medical condition(s) normal startup rules just don’t apply in the same way.


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