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Jason Goldberg, the outspoken founder behind companies such as Jobster, Fab, Hem and Socialmedian, is starting a new company called Pepo, and in a blog post on Friday said, “It’s going to be a super fun project!”

Goldberg said he wasn’t ready to share many details yet, except to say that Pepo will be a mobile app for “discovering and sharing life experiences.” If you turned away to look at your Facebook feed after that, Goldberg’s post tries to offer some context as to what experiencing life’s journey together via Pepo might entail:

Jason Goldberg
Jason Goldberg. (GeekWire file)

“I believe that mobile apps today are currently in a phase that’s similar to how the web was in 2005 when Web 2.0 took ahold. Back then, the web began a transition from ‘everyone has a website’ to ‘let’s rethink the business for the web.’ Today, despite claims of ‘mobile first’ most mobile apps are still mobile versions of web experiences. We are still in the early days of the development of mobile apps, experiences, and technology that are truly created from the ground-up with the supercomputer-in-the-pocket in mind. I’m excited to launch Pepo into that trend.”

Goldberg says that he’ll be joined at Pepo by Sunil Khedar, who he has been building software with since 2007, as well as “many of our top devs.” There’s not much to look at on the website yet, other than some folks looking at their phones, but Goldberg encourages you to “check out the overall vibe” and sign up for updates. A Twitter feed has been set up, too.

Goldberg’s colorful tech past has been well documented on GeekWire and elsewhere. He reflected on the ups and downs at his online recruiting startup Jobster; at Fab.com he dared recruiters to poach his staff; he pivoted Fab to take on Amazon; and then there were layoffs.

In 2014, Goldberg blogged about past mistakes and offered up 16 startup lessons, among which were “don’t toot your own horn” and “shut up.”

Despite his own advice, we’ll look forward to hearing more about what Pepo is all about.

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