Breaking off the engagement

With money, you know exactly what you’re paying and to whom, and you can cancel payments when you want. Transactions become transparent, and incentives become properly aligned. While platforms that depend on ad sales must harvest attention any way they can, platforms that depend on people’s willingness to pay must foster trust and satisfaction.

We have become conditioned to accept that viciously tearing down complete strangers online is normal and admirable, and that it is right and proper for a bad tweet from decades ago to ruin someone’s life. A new vocabulary – “doom-scrolling!” “hate-reading!” – is now necessary to capture how dysfunctional online activity has become.

When platforms make their livings by harvesting and selling our attention, they achieve that by shoving unsolicited junk into our minds, while we obediently scroll down and down and down.

We know it can work, because it already does. Creator-focused companies such as Teachable (courses and coaching), Clubhouse (live audio), and Substack are subverting the attention economy by putting people, not platforms, in charge. These companies are all young, but they already account for millions of daily active users and hundreds of millions o... See more