There’s always a sense of wanting to do more – that’s the nature of building ambitious things. Where others are already winding down, the truth is, we’re still charging full speed ahead. Our founders are sprinting through the finish line, not at it. Building a company is no picnic, and neither is running a studio, but that’s exactly what makes it all so exhilarating.

2024 has been a rollercoaster of lessons, wins, and hard truths in the world of startups. From the mind-boggling speed at which AI is developing, to refining the art of company building, the speed-of-learning was definitely high this year.

Here’s a breakdown of 11 takeaways across AI, company building, and studio life – lessons we’re taking into 2025 and beyond.

AI learnings

The AI hype isn’t hype – it’s real. AI will be the launchpad for the next wave of technological evolution. From destroying legacy business models to levelling up personal productivity, 2024 was just an appetiser. Let’s look at some of my key take-aways from the world of AI.

1. Building AI-first – still underestimated

Everyone’s still underestimating AI SaaS businesses right now – Legacy SaaS companies are scrambling to slap a chatbot on their platform like it’s a silver bullet (it’s not). Here’s the thing: differentiation through AI can’t be just an add-on; it’s has to be the core of what you’re building.

Legacy SaaS tools built on clunky UX and tangled data structures may fool the masses for now. But the real winners are building from scratch with AI baked into every pixel and process. That next wave of SaaS is already loading… 🔋

2. Automate all the things

Forget building an AI business – how much AI is baked into your life? At Builders, we play around with automations, a lot. The boring stuff, the fun stuff, and everything in between. Calls and meetings get recorded, transcribed, and combed through for insights.

Founders and ventures have trained GPT-agents for content creation. CTOs are (barely) coding while sipping lattes (OK – slight exaggeration there, don’t @ me Dylan Moerland / Marco Dubbeld ).

From ka-ching sounds when a startup closes a deal, to the led strip underneath the dishwasher emitting red when it’s running, to shutting down the office with a single kill-switch (thanks Michael van Lier ) – AI is your friend in automation.

3. The best is yet to come

Quick reality check: GPT 3.5 - the version that took the world by storm, has only been around for 2 years. Diminishing returns or not, just looking at the leaps and bounds of progress that have been made in the meantime, paints an unfathomable picture for the near future.

A few tech highlights (not just AI): Catching rockets • humanoid robots • voice agents • Gen video • brain-computer interfaces • quantum computing • meta glasses… and there is a lot of future yet to be built (is this where I invite you to join our studio? I guess so: Become a Founder.)

Company building learnings

The playbook for building great companies hasn’t changed: nail discovery, move with intention, and make your tech impossible to copy. But 2024 hammered home one big truth: patience and precision are the ultimate cheat codes. Slow is smooth, smooth is fast.

4. Discovery is still king

Despite the ability to rush a usable product to market faster than ever, there is still no replacement for sound fundamentals. Our founders still hammer out 100+ interviews in the first 10 weeks inside the studio. It’s not optional – it’s the root of our competitive edge.

Real insights come from immersion. For example, for Avery we learned recruiting problems don’t start with sourcing, and for Everday that L&D issues don’t start with course selection. We’re fixing the deepest core of these problems, and that is where we gain the advantage.

5. Slow is smooth and smooth is fast

Speed is a commodity now. Anyone can launch fast. But here’s the truth: rushing doesn’t equal winning. The real edge is in being deliberate. For us, that means rigorous checks, balances, and systematic validation—from market demand to willingness-to-pay—before we build a single feature. The result? We’re not just fast—we’re less wrong and wrong less. And those win us the race.

6. Tech differentiation

It used to be that engineers had the monopoly on building tech. Now, no-code and AI tools mean anyone can build software. So where’s the advantage? It’s in building what no one else is building, will build, or can build. In 2024, we went deep on tech differentiation as a Studio. In 2025, we’re going to have to go even deeper.

Studio learnings

A studio is only as strong as its people. This year was a massive reminder: great founders and a killer team can make anything happen. But there’s a catch – when you’ve got the talent, shiny objects appear. Focus is where the magic is made.

7. Founders make the wheels go round

Founders are the life-blood of our studio,. That’s why we go all in on connecting with them wherever they may be – from the massive WebSummit to intimate beer & pizza nights, or simply jumping on a quick call during our ‘Office Hours’. We’re therefore humbled by the 100s of applications we get each quarter – an indicator that founders from around the world are willing to put their trust in us.

We can’t wait to kick off the new year with two new founders starting in January (keep an eye out for the drop 👀), and that’s only the beginning. Many more to come in ‘25!

8. Having a team is a blessing

Let’s be real—there’s only so much you can do solo. 2024 reminded me of the sheer force multiplier that comes with having a tight, capable crew. Our studio core team stepped up this year – juggling maturing ventures, navigating founder curveballs, and picking up the slack when things got chaotic.

9. Having a team is a curse

Here’s the flip side: a great team can sometimes be too good. With a strong, capable crew, the temptation to take on everything is real – and 2024 taught us the dangers of chasing shiny objects. When you can do too much, it’s important to focus on the why of anything you choose to do. Less is more. Better is better.

10. Surround yourself with people smarter than you

Building on the last point: you’re only as good as the people around you. The more time you spend with brilliant, forward-thinking minds, the faster you level up. 2024 was a case study in this principle.

It goes without saying that teaming up with Michael van Lier & Sharon Klaver was a masterclass in hustle, management, and the importance of network (to name a few).

We also set up our Navigators, a group of seasoned experts that don’t just advise, but challenge, push, and actively help founders to achieve their next milestone.

On top of that, personally being involved with the Innovation Network expanded my thinking and challenged me to take on different perspectives. A big s/o to Aragorn Meulendijks, Patrick Willer, Jeroen Peerbolte, Reinjan Prakke, Rufus Baas, Martijn Vinke, Wouter van den Bijgaart, en Reinier van Eijk

11. Culture matters when the goings get tough

I’m happy we put the right core values in place this year, and started investing in forging an unbreakable team spirit. We’re a small, but tight bunch. After 40–60-hour weeks, you’d think we’d have enough of each other. Instead, we’re hitting the padel court, grinding it out in CrossFit box, cold plunging the North Sea, or gathering around for a cozy, bring-your-own-dish Christmas brunch.

Excited yet? The fortune 500 companies of the future are waiting for you to build them (the average lifespan of a Fortune 500 company is 30 years – and getting shorter).

At our studio, we’ve got big plans for 2025 – six new companies to bring into the world 👶.

Interested? Check out how to Become a Founder at Builders.