Chapter 1: The Contrarian Spirit of Kevin Kelly

"Kevin (Kelly) embodies the essence of being a contrarian," reflects Louis Rossetto, co-founder of Wired, as I prepare for my upcoming conversation with Kevin. I reached out to Louis, hoping for insights on what to discuss with Kevin—questions that might reveal unknown facets of his character. Louis graciously shared a treasure trove of stories, anecdotes, and photographs, which I’m excited to present here.

One of Louis's initial comments led me on an intriguing journey—revealing that Kevin had once lived for six months as if he were going to die, a belief he held at that time. Louis assumed I was aware of Kevin's profound interview with This American Life from two decades ago, but I was not. This discovery became a significant part of my research and served as a compelling introduction to our conversation.

Louis elaborated, "He would have been the parish priest in a 19th-century Irish village, always challenging his farmer community with thought-provoking ideas gleaned from the latest London periodicals."

He recounted how he and his partner Jane Metcalfe contacted Kevin after they scraped together initial funds to start Wired, albeit not enough to print the first issue. Louis invited Kevin to their small ad sales office on South Park, seeking advice on potential candidates for the Managing Editor position. At the time, Kevin was deeply engaged in writing his influential book, Out of Control, and was on a sabbatical from his role as Editor-in-Chief of CoEvolution Quarterly.

After hearing their vision, Louis asked Kevin for recommendations. To his surprise, Kevin responded, "What about me?" This unexpected suggestion left Louis astounded. He believed Kevin was above the typical responsibilities of a Managing Editor, especially since their budget couldn't accommodate another position.

After some contemplation over the weekend, Louis and Jane decided they couldn’t miss this opportunity. They offered Kevin a newly created title: Executive Editor. Although they were unsure of the title's implications, Kevin accepted.

This moment encapsulates an essential lesson in business.

Once Wired officially launched in January 1993, Kevin quickly became the provocative voice of the publication. Louis, who initially thought of himself as radical, found Kevin always pushing for more audacity. This dynamic helped both of them step outside their comfort zones, encouraging boldness in their work.

At the start, the editorial team consisted of just Louis, Kevin, and John Battelle, who took on the Managing Editor role among other duties. They struggled to find additional editors who could grasp their vision. For the first year, the trio collaborated at a table to brainstorm ideas for every story in each issue. Their interests varied: Kevin focused on technological frontiers, John on business narratives, and Louis on broader cultural and historical themes. This diversity became Wired’s unique formula for success.

From those brainstorming sessions, they generated story ideas and sought out writers, including novelists like Bruce Sterling, who graced the magazine's first cover. Once stories were drafted, Kevin and John often invested considerable effort into refining them, with Kevin surprisingly adept at line editing.

Only after their first year, aided by a Condé Nast investment, did their editorial process begin to resemble conventional practices. Interestingly, the newer editors appeared more cautious than the founding trio, who were unafraid to tackle provocative topics.

As Executive Editor, Kevin became their visionary scout, consistently scouting the horizon for fresh ideas from the future. His contributions were invaluable.

Some random facts about Kevin:

1. He once declared at an editorial meeting that Wired was definitively anti-PC—not just non-PC. Louis admitted he was too hesitant to take such a bold stance formally.
2. Kevin was an ardent fan of OK Soda, with piles of empty cans adorning his desk.
3. His workspace resembled a chaotic mountain of papers, books, and other items, making one wonder how he managed to work amidst such clutter.
4. His productivity was astonishing—spanning websites, books, articles, art, podcasts, and speeches, Kevin seemed to be in perpetual creation mode.
5. He used an app to track the hours remaining in his life on his Mac, a concept Louis found unsettling.
6. In China, Kevin is regarded as a monumental celebrity and possesses extensive knowledge of the country.

The following photo captures our first management retreat post-Condé Nast's investment, featuring Kevin at the easel with Creative Director John Plunkett.

Another anecdote involves my practice of taking staff members to lunch at Ristorante Eco to encourage open communication. During one lunch with Gary Wolf, who had transitioned from writer at the magazine to a leader at HotWired, he expressed gratitude for the freedom they experienced, crediting me for giving them "permission to be bad."

This compliment resonated deeply with me, as it echoed Kevin's influence on my own approach.

Chapter 2: The Digital Revolution and WIRED's Legacy

Reflecting on the inception of Wired, it's remarkable to note that thirty years ago, in January 1993, Louis Rossetto penned a visionary manifesto in the magazine's inaugural issue. His words, which include the memorable phrase "Bengali typhoon," resonate even today. The first issue marked the beginning of an era, as Wired sought to capture the essence of the Digital Generation—individuals who were not only witnessing but actively shaping profound societal changes.

Louis's guiding principle for writers was clear: "Amaze us." He encouraged them to delve into the depths of digital technology in a way that was fresh and engaging, challenging conventional assumptions.

So, why WIRED? In a world inundated with information, the ultimate luxury lies in meaning and context. If you seek to understand the soul of our rapidly evolving society, the answer is simple: Get WIRED.

This narrative captures the spirit of Kevin Kelly and the groundbreaking journey of Wired. A heartfelt thank you to Louis Rossetto for sharing these invaluable insights into Kevin’s life and the magazine's founding story.