In 2022, Craig Campbell turned down investor funding to start a website instead of chasing the AI boom that was swallowing up the tech industry. Campbell, a former Meta engineer and serial entrepreneur who had just sold his Shopify e-commerce tool, had investors ready to back him with what he described as a "blank check" to launch another venture. Rather than capitalize on the AI frenzy, he chose an unconventional path that many industry observers had written off.
The result is Past Maps, a service that overlays historical maps onto modern geography. Users can adjust opacity to blend old and new cartography, with data sourced from public repositories like the US Geological Survey. Campbell developed the viewing tools himself, initially to support his hobby of metal detecting. By mapping where old structures and trails once existed, he could identify promising new locations to search for artifacts.
Campbell began sharing his mapping tools on Reddit with other metal detection enthusiasts, and the response was immediate. Others wanted access to what he had built. This organic interest convinced him to turn his personal project into a full-fledged business venture, a move that defied conventional wisdom about where tech funding and talent should flow in 2022 and beyond.
What makes Past Maps particularly notable is its growth strategy. Rather than relying on venture capital or paid advertising, Campbell has built the business through organic search traffic. In an era when websites increasingly struggle against the dominance of AI-generated content and tech giants like Google, Campbell has found a sustainable audience. His experience demonstrates that there remains space for founder-driven, independently grown internet businesses that serve niche interests without chasing the latest technology trends.