Founder · Seoul to Lisbon

Simon Stawski

Attention isn't luck. It's a loop: test the hook, read the numbers, scale what spreads. I've run it since 2008.

NowBuilding DataValue Health, paying patients for their health data · reading Austerlitz · Lisbon

Simon Stawski

I build things in communities that conventional marketing can't reach. Eat Your Kimchi is that work: 2008 to today, still posting. Now founders hire me to build the same engines for their audiences.

I build software solo. Right now that's DataValue Health, which returns the majority of every pharmaceutical data deal to the patients the data came from. Before it, ReadingRate, a reading analytics app for serious readers.

620MOrganic views
1.1MSubscribers
46.2MHours watched

Cited in The Birth of Korean Cool· Planet Canada· K-Pop Now· A Geek in Korea· K-Food· Wikipedia

Chapter I · 2008–today · Attention at scale

Eat Your Kimchi

A video a day for twelve years. The cadence built a community of 1.1M that showed up in person.

The Eat Your Kimchi studio building in Hongdae, Seoul€100K
Crowdfunded a studio in Seoul. Incorporated, team of nine.
Crowd outside You Are Here Café on opening dayThousands
At the door for the You Are Here Café's opening day.
Audience at an Eat Your Kimchi fan meet3 continents
Paid fan meets across Europe, Canada, and the US.
What Happened to Simon? at #9 on YouTube Trending#9
“What Happened to Simon?” trending worldwide, twelve years in.

Brand campaigns for Kia, Airbnb, Hilton, YouTube, Coca-Cola, and Taiwan Tourism — from the creator's side of the table.

1.1M subscribers · 620M organic views across the studio's channels · Still posting

youtube.com/@eatyourkimchi
Chapter II · 2023–2025 · Client work & in-house

Stories as a Service

Sixteen years of building my own audience, then founders started asking for theirs. The loop is the same on someone else's story: find what the audience answers, make more of it, scale what spreads. One of them put me in-house — Chief Digital Officer at Drumelia, a Marbella property firm — where the same loop had to run through a team instead of through me.

+389%

Organic reach on a bestselling author's Instagram — 1.33M people in ninety days, built from the themes readers replied to

42K100K

Views per reel for a writer with a million LinkedIn followers and no Instagram presence — first wave, standing start

+50%

Newsletter open rate in one month, re-aimed at the letters readers actually answered

05

Creative team hired and onboarded at Drumelia against playbooks written before anyone started — six of us counting me — publishing across YouTube, Instagram, TikTok, and LinkedIn

1 warehouse

Filled with donated furniture for families displaced by the Valencia floods — a drive my team ran and I fronted, seen 118,000 times on my Instagram and 19,000 on the CEO's

Private clients anonymized by agreement · details on request

Chapter III · Live product · Consumer app

ReadingRate

I wanted data on my own reading, so I built the instrument: difficulty scoring across nine dimensions, pace tracking, marginalia, and an MCP integration that connects your library to Claude. Designed, built, and shipped by one person. Paying subscribers.

Difficulty analysis · Sebald, Austerlitz · 74 of 100

On the App Store · On the web · MCP for Claude

3,821 commits on 159 days since December

readingrate.com
Ship log
  • 2026
    DataValue Health

    Consumer-health venture co-founded with Martin Schneider, MD/PhD (Stanford). Investor demo and HealthKit companion app designed and built solo.

  • 2026
    Output

    One inbox for every comment across YouTube, Instagram, Threads, X, and Bluesky; one button to post everywhere. Web app live, iOS app built. output.social ↗

  • 2026
    Deeptalks

    Table for Eight: a monthly dinner series in Lisbon, run with Masha. Eight strangers, one table, no alcohol, real conversation. deeptalks.club ↗

  • 2026
    Anatomy of Criticism Atlas

    An interactive atlas of Northrop Frye's theory of literature: the wheel of mythoi, modes, symbols, and myths, with full-text citations. readingrate.com/anatomy-of-criticism ↗

  • 2026
    ReadingRate for Android

    In progress.

  • 2026
    ReadingRate → Obsidian plugin

    Reading journal and marginalia sync into your vault. See the graph below ↓

  • 2026
    ReadingRate MCP server

    Your library becomes a tool Claude can query. Paying subscribers. mcp.readingrate.com ↗

  • 2025
    ReadingRate for Apple Watch

    Plus home-screen widgets and a share extension.

  • 2025
    ReadingRate on the App Store

    Difficulty scores, pace tracking, marginalia. The app behind the library below. Get the app ↗

  • 2025
    Simon's Book Club

    Literary essays on Substack. simonsbookclub.substack.com ↗

  • 2024–25
    Chief Digital Officer, Drumelia

    Built the content function at a Marbella property firm from nothing: a five-person creative team, a studio, an annual budget, a transmedia roadmap. The role ended in January 2025, when Spain proposed a 100% tax on non-EU property purchases and removed the audience the strategy was built around.

  • 2023–24
    Personal Legend Consultancy

    Opened a consulting practice in Lisbon and ran it through October 2024.

  • 2020
    Worldwide Trending

    “What Happened to Simon?” reached #9 on YouTube's worldwide Trending list, twelve years into the channel's run. Watch ↗

    What Happened to Simon? at #9 on YouTube Trending
  • 2015–17
    YouTube APAC Creator Summit

    Invited to YouTube's summit for the region's top 100 creators, as guest and speaker three years running. Most creators appear once.

  • 2016
    One million subscribers

    Among the first channels in the Korean market to cross 1M. YouTube presented the Gold Play Button — an older plaque design than today's — at a formal ceremony.

    Simon holding the YouTube Gold Play Button
  • 2014
    You Are Here Café

    Fans kept waiting outside the studio in bad weather, so we built them a place. Thousands came on opening day; it became the standing venue for the community's events. Opening day ↗

    Crowd outside You Are Here Café on opening day
  • 2014
    Speaker's Corner, with Google

    A one-tap video booth in the café, built with Google. The weekly cut became its own channel: 22,000 subscribers, episodes approaching 100,000 views. youtube.com/@youareherecafe ↗

  • 2013
    Fan meets on three continents

    Paid, multi-city fan meets across Europe, Canada, and the US. Direct-to-fan ticketing, venue negotiation, sponsor integration: a branded Kia Soul in Korea, two Sorentos following the North American tour.

    Fanmeet crowd
  • 2012
    The Eat Your Kimchi Studio

    Raised close to €100,000 on Indiegogo, built a studio in Hongdae, Seoul, incorporated in South Korea, and ran a team of nine. The campaign ↗

    The Eat Your Kimchi studio building in Hongdae
  • 2008–20
    Eat Your Kimchi

    Started publishing from South Korea. Daily uploads until 2020; still posting. 1.1M subscribers, 620M views, repeat appearances on YouTube's global Trending page. youtube.com/@eatyourkimchi ↗

The software from 2025 on: designed, built, and shipped by one person, with Claude Code.

Writing
All essays ↗
Video essays01 / 05
Video essay on The Stranger Frame 01 Meursault Isn't French
Video essay on The Dispossessed Frame 02 Review of The Dispossessed
Video essay on Hamnet Frame 03 Explaining Hamnet's Ending
Video essay on The Red and the Black Frame 04 How to Fake Your Way to the Top (1830 French Edition)
Video essay on how to read books better Frame 05 How to Read Books Better

Here's what I'm reading
← CompletedQueued →
A Clockwork OrangeAnthony BurgessCover of A Clockwork Orange by Anthony Burgess★★★★★Early 20s
A Doll's HouseHenrik IbsenCover of A Doll's House by Henrik Ibsen★★★★★Early 20s
Adventures of Huckleberry FinnMark TwainCover of Adventures of Huckleberry Finn by Mark Twain★★★★Early 20s
AeneidVirgilCover of Aeneid by Virgil★★★★★Early 20s
BeowulfAnonymousCover of Beowulf by Anonymous★★★★★Early 20s
CandideVoltaireCover of Candide by Voltaire★★★★★Early 20s
Crime and PunishmentFyodor DostoevskyCover of Crime and Punishment by Fyodor Dostoevsky★★★★★Early 20s
Divine ComedyDante AlighieriCover of Divine Comedy by Dante Alighieri★★★★★Early 20s
Epic of GilgameshAnonymousCover of Epic of Gilgamesh by Anonymous★★★★★Early 20s
FaustJohann Wolfgang von GoetheCover of Faust by Johann Wolfgang von Goethe★★★★★Early 20s
FrankensteinMary ShelleyCover of Frankenstein by Mary Shelley★★★★★Early 20s
Great ExpectationsCharles DickensCover of Great Expectations by Charles Dickens★★★★★Early 20s
Gulliver's TravelsJonathan SwiftCover of Gulliver's Travels by Jonathan Swift★★★★★Early 20s
HamletWilliam ShakespeareCover of Hamlet by William ShakespeareEarly 20s
Heart of DarknessJoseph ConradCover of Heart of Darkness by Joseph Conrad★★★★★Early 20s
IliadHomerCover of Iliad by HomerEarly 20s
Invisible ManRalph EllisonCover of Invisible Man by Ralph Ellison★★★★★Early 20s
Jane EyreCharlotte BrontëCover of Jane Eyre by Charlotte Brontë★★★★★Early 20s
Life of PiYann MartelCover of Life of Pi by Yann Martel★★★★★Early 20s
LolitaVladimir NabokovCover of Lolita by Vladimir Nabokov★★★★Early 20s
MetamorphosesOvidCover of Metamorphoses by Ovid★★★★★Early 20s
Midnight's ChildrenSalman RushdieCover of Midnight's Children by Salman Rushdie★★★★★Early 20s
Mrs. DallowayVirginia WoolfCover of Mrs. Dalloway by Virginia WoolfEarly 20s
My Name Is RedOrhan PamukCover of My Name Is Red by Orhan Pamuk★★★★★Early 20s
Oedipus RexSophoclesCover of Oedipus Rex by SophoclesEarly 20s
OresteiaAeschylusCover of Oresteia by Aeschylus★★★★★Early 20s
Paradise LostJohn MiltonCover of Paradise Lost by John Milton★★★★★Early 20s
Père GoriotHonoré de BalzacCover of Père Goriot by Honoré de Balzac★★★★★Early 20s
Robinson CrusoeDaniel DefoeCover of Robinson Crusoe by Daniel Defoe★★★★Early 20s
The Brothers KaramazovFyodor DostoevskyCover of The Brothers Karamazov by Fyodor Dostoevsky★★★★Early 20s
The Canterbury TalesGeoffrey ChaucerCover of The Canterbury Tales by Geoffrey Chaucer★★★★★Early 20s
The Fellowship of the RingJ.R.R. TolkienCover of The Fellowship of the Ring by J.R.R. Tolkien★★★★Early 20s
The Gay ScienceFriedrich NietzscheCover of The Gay Science by Friedrich Nietzsche★★★★★Early 20s
The MetamorphosisFranz KafkaCover of The Metamorphosis by Franz Kafka★★★★★Early 20s
The Scarlet LetterNathaniel HawthorneCover of The Scarlet Letter by Nathaniel Hawthorne★★★★★Early 20s
The Sun Also RisesErnest HemingwayCover of The Sun Also Rises by Ernest Hemingway★★★★★Early 20s
Things Fall ApartChinua AchebeCover of Things Fall Apart by Chinua Achebe★★★★★Early 20s
To Kill a MockingbirdHarper LeeCover of To Kill a Mockingbird by Harper Lee★★★★★Teenager
Waiting for GodotSamuel BeckettCover of Waiting for Godot by Samuel Beckett★★★★★Early 20s
Wuthering HeightsEmily BrontëCover of Wuthering Heights by Emily Brontë★★★★★Early 20s
No One Is Talking About ThisPatricia LockwoodCover of No One Is Talking About This by Patricia Lockwood★★★★Feb 16 – Feb 18, 2025
The Seven Moons of Maali AlmeidaShehan KarunatilakaCover of The Seven Moons of Maali Almeida by Shehan Karunatilaka★★★★Feb 26 – Feb 28, 2025
Infinite JestDavid Foster WallaceCover of Infinite Jest by David Foster Wallace★★★★★Nov 22, 2024 – Apr 3, 2025
Lincoln in the BardoGeorge SaundersCover of Lincoln in the Bardo by George Saunders★★★★★Aug 16 – Aug 21, 2025
On Writing and FailureStephen MarcheCover of On Writing and Failure by Stephen Marche★★★★Aug 31 – Sep 2, 2025
The IdiotElif BatumanCover of The Idiot by Elif Batuman★★★★★Aug 30 – Sep 4, 2025
DemonsFyodor DostoevskyCover of Demons by Fyodor Dostoevsky★★★★★Sep 11 – Sep 22, 2025
If on a Winter’s Night a TravelerItalo CalvinoCover of If on a Winter’s Night a Traveler by Italo Calvino★★★★Sep 10 – Sep 23, 2025
Nothing to be Frightened ofJulian BarnesCover of Nothing to be Frightened of by Julian BarnesSep 29 – Oct 2, 2025
Our Souls at NightKent HarufCover of Our Souls at Night by Kent Haruf★★★★★Oct 2 – Oct 3, 2025
How to Be BothAli SmithCover of How to Be Both by Ali SmithOct 4 – Oct 7, 2025
The DispossessedUrsula K Le GuinCover of The Dispossessed by Ursula K Le Guin★★★★Oct 9 – Oct 14, 2025
Jonathan Strange & Mr NorrellSusanna ClarkeCover of Jonathan Strange & Mr Norrell by Susanna ClarkeOct 14 – Oct 23, 2025
All the Pretty HorsesCormac McCarthyCover of All the Pretty Horses by Cormac McCarthy★★★★★Oct 23 – Oct 29, 2025
The CrossingCormac McCarthyCover of The Crossing by Cormac McCarthyOct 30 – Nov 9, 2025
Cities of the PlainCormac McCarthyCover of Cities of the Plain by Cormac McCarthyNov 9 – Nov 11, 2025
1984George OrwellCover of 1984 by George Orwell★★★★Nov 12 – Nov 16, 2025
Under the Eye of the Big BirdHiromi KawakamiCover of Under the Eye of the Big Bird by Hiromi KawakamiNov 17 – Nov 20, 2025
UlyssesJames JoyceCover of Ulysses by James JoyceUp nextEst. start Aug 12, 2026
A Skeleton Key to Finnegans WakeJoseph CampbellCover of A Skeleton Key to Finnegans Wake by Joseph CampbellEst. start Aug 27, 2026
Finnegans WakeJames JoyceCover of Finnegans Wake by James JoyceEst. start Sep 1, 2026
In Memory of MemoryMaria StepanovaCover of In Memory of Memory by Maria StepanovaEst. start Sep 10, 2026
In Search of Lost TimeMarcel ProustCover of In Search of Lost Time by Marcel ProustEst. start Sep 17, 2026
Within a Budding GroveMarcel ProustCover of Within a Budding Grove by Marcel ProustEst. start Sep 26, 2026
The Guermantes WayMarcel ProustCover of The Guermantes Way by Marcel ProustEst. start Oct 7, 2026
Sodom and GomorrahMarcel ProustCover of Sodom and Gomorrah by Marcel ProustEst. start Oct 19, 2026
The Captive & The FugitiveMarcel ProustCover of The Captive & The Fugitive by Marcel ProustEst. start Oct 30, 2026
Time RegainedMarcel ProustCover of Time Regained by Marcel ProustEst. start Nov 13, 2026
The Waste LandT. S. EliotCover of The Waste Land by T. S. EliotEst. start Nov 21, 2026
Henry IV, Part 1William ShakespeareCover of Henry IV, Part 1 by William ShakespeareEst. start Nov 25, 2026
Henry IV Part 2William ShakespeareCover of Henry IV Part 2 by William ShakespeareEst. start Nov 29, 2026
King LearWilliam ShakespeareCover of King Lear by William ShakespeareEst. start Dec 3, 2026
Moby-DickHerman MelvilleCover of Moby-Dick by Herman MelvilleEst. start Dec 7, 2026
The Sound and the FuryWilliam FaulknerCover of The Sound and the Fury by William FaulknerEst. start Dec 16, 2026
As I Lay DyingWilliam FaulknerCover of As I Lay Dying by William FaulknerEst. start Dec 21, 2026
Blood MeridianCormac McCarthyCover of Blood Meridian by Cormac McCarthyEst. start Dec 25, 2026
SuttreeCormac McCarthyCover of Suttree by Cormac McCarthyEst. start Dec 31, 2026
Anna KareninaLeo TolstoyCover of Anna Karenina by Leo TolstoyEst. start Jan 7, 2027
BelovedToni MorrisonCover of Beloved by Toni MorrisonEst. start Jan 19, 2027
Brave New WorldAldous HuxleyCover of Brave New World by Aldous HuxleyEst. start Jan 24, 2027
BuddenbrooksThomas MannCover of Buddenbrooks by Thomas MannEst. start Jan 28, 2027
Is There a Text in This Class? The Authority of Interpretive CommunitiesStanley FishCover of Is There a Text in This Class? The Authority of Interpretive Communities by Stanley FishEst. start Feb 8, 2027
LabyrinthsJorge Luis BorgesCover of Labyrinths by Jorge Luis BorgesEst. start Feb 14, 2027
Marcel Proust: A Very Short IntroductionJoshua LandyCover of Marcel Proust: A Very Short Introduction by Joshua LandyEst. start Feb 18, 2027
My Brilliant FriendElena FerranteCover of My Brilliant Friend by Elena FerranteEst. start Feb 21, 2027
Pale FireVladimir NabokovCover of Pale Fire by Vladimir NabokovEst. start Feb 26, 2027
Pride and PrejudiceJane AustenCover of Pride and Prejudice by Jane AustenEst. start Mar 3, 2027
Primeval and Other TimesOlga TokarczukCover of Primeval and Other Times by Olga TokarczukEst. start Mar 10, 2027
The AmbassadorsHenry JamesCover of The Ambassadors by Henry JamesEst. start Mar 14, 2027
The Cambridge Companion to ProustRichard Bales (ed.)Cover of The Cambridge Companion to Proust by Richard Bales (ed.)Est. start Mar 21, 2027
The Golden BowlHenry JamesCover of The Golden Bowl by Henry JamesEst. start Mar 25, 2027
The IdiotFyodor DostoevskyCover of The Idiot by Fyodor DostoevskyEst. start Apr 2, 2027
The MartianAndy WeirCover of The Martian by Andy WeirEst. start Apr 11, 2027
The Passion According to G.H.Clarice LispectorCover of The Passion According to G.H. by Clarice LispectorEst. start Apr 17, 2027
War and PeaceLeo TolstoyCover of War and Peace by Leo TolstoyEst. start Apr 20, 2027
16,150Pages read
256Days reading
63Avg / day
58Books finished
NovDecJanFebMarAprMayJunJulAug
Pages read per day, since Nov 26, 2025Less More
W.G. Sebald — Wertach, GermanySusanna Clarke — Nottingham, United KingdomHilary Mantel — Glossop, United KingdomFriedrich Nietzsche — Röcken, GermanyYann Martel — Salamanca, CanadaJohann Wolfgang von Goethe — Frankfurt, GermanyMark Twain — Florida, United StatesSamuel Beckett — Foxrock, IrelandCharlotte Brontë, Emily Brontë — Thornton, United KingdomMary Shelley, Daniel Defoe, Geoffrey Chaucer, John Milton, Colin MacCabe, Virginia Woolf — London, United KingdomJ.R.R. Tolkien — Bloemfontein, United KingdomJonathan Swift, James Joyce — Dublin, IrelandHonoré de Balzac — Tours, FranceHarper Lee — Monroeville, United StatesOrhan Pamuk — Istanbul, TurkeyAnthony Burgess, Jeanette Winterson — Harpurhey, United KingdomOvid — Sulmona, Roman EmpireErnest Hemingway — Oak Park, United StatesJoseph Conrad — Berdychiv, PolandCharles Dickens — Landport, United KingdomChinua Achebe — Ogidi, NigeriaVirgil — Mantua, Roman RepublicRalph Ellison — Oklahoma City, United StatesSophocles — Colonus, Ancient GreeceFranz Kafka — Prague, Austria-HungaryFyodor Dostoevsky — Moscow, RussiaClive Hart — PerthDavid Foster Wallace — Ithaca, United StatesNathaniel Hawthorne — Salem, United StatesHenrik Ibsen — Skien, NorwayAnonymous — Göttingen, GermanyVoltaire — Paris, FranceAeschylus — Elefsina, Ancient GreeceVladimir Nabokov — St. Petersburg, RussiaSalman Rushdie — Bombay, United KingdomShuang-zi Yang — TaichungDante Alighieri — Florence, ItalyHomer — Ionia, Ancient GreeceDon DeLillo — Bronx, United StatesMargaret Atwood — Ottawa, CanadaMarlen Haushofer — Frauenstein, MollnGeorge Eliot — Nuneaton, United KingdomJean-François Lyotard — Versailles, FranceNorthrop Frye — Sherbrooke, CanadaGustave Flaubert — Rouen, FranceOlga Tokarczuk — Sulechów, PolandStendhal — Grenoble, FranceBen Lerner — Topeka, United StatesRichard Ellmann — Highland Park, MichiganMagda Szabó — DebrecenMikhail Bulgakov — Kyiv, UkraineHugh Kenner — Peterborough, CanadaArundhati Roy — Shillong, IndiaAlbert Camus — Dréan, French AlgeriaClarice Lispector — Chechelnyk, UkraineElif Batuman — New York City, United States of AmericaErich Auerbach — Berlin, GermanyUrsula K Le Guin — Berkeley, United StatesPatricia Lockwood — Fort Wayne, United StatesShehan Karunatilaka — Galle, Sri LankaGeorge Saunders — Amarillo, United StatesStephen Marche — Toronto, CanadaItalo Calvino — Santiago de las Vegas, CubaJohn Edward Williams — Clarksville, United StatesThomas Mann — Lübeck, GermanyStuart Gilbert — Kelvedon Hatch, United KingdomMilan Kundera — Brno, CzechoslovakiaMiguel de Cervantes — Alcalá de Henares, SpainWilliam Shakespeare — Stratford-upon-Avon, United KingdomGeorge Orwell — Motihari, IndiaCormac McCarthy — Providence, United StatesAli Smith — Inverness, United KingdomKent Haruf — Pueblo, United StatesJulian Barnes — Leicester, United KingdomHiromi Kawakami — Tokyo, Japan
Where the authors I've read were born. Click a pin to find the book above.

Sometimes, immersed in his books, there would come to him the awareness of all that he did not know; of all that he had not read; and the serenity for which he labored was shattered as he realized the little time he had in life to read so much, to learn what he had to know.

— Stoner
My reading as one knowledge graph — every book, author, quote, journal entry, theme, and domain, linked. Synced live from ReadingRate into Obsidian by a plugin I built. Hover a dot; click a book to find it above.
See full library on ReadingRateDifficulty scores · marginalia · quotes