Sir Martin Sorrell x Yonatan Fridman

Upstarts is a series in which key figures from The WIRED 100 list of digital powerbrokers nominate individuals they feel will make a huge impact on people's lives, through digital projects.

Coding may well prove to be the language of the 21st century. With that in mind, Sir Martin Sorrell, CEO of PR and advertising agency WPP, selected Yonatan Raz Fridman, founder of Kano, as his example of someone driving powerful innovation. According to Sorrell, Fridman's Kano DIY computers are "immensely powerful," and are going to "alter the horizons of very young people."

"By connecting them to the internet," he says. "It opens up the library of the world."

Kano creates simple computer kits that enable anyone to quickly build a basic computer and start coding. The low cost sets are designed primarily for children to build, and then play with and explore in a way not possible with the "closed" operating systems of many computers and tablets.

"I think it's really important that kids learn code," says Sorell. "It should be a compulsory language. Instead of Latin, we should all learn code and that should be a condition to getting into universities."

Fridman feels his product - and others like it -¬ have the ability to have a huge impact. "10 years from now, we will definitely want to be in a place where Kano and other companies are really making it possible for this generations to rethink and reshape - for the better - the world we live in. And it doesn't matter where they are geographically, what matters [is] do they have access to the right tools?"