I've coined a new theory of the Internet in 2025.

It’s the basis for my new company.

I call it the "Boutique Impact" Theory.

Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the... See more

If you go too far off the beaten path of algorithmic consistency, you risk never being heard. You may never get enough cultural momentum to exist in any meaningful way. That is a real problem. But if you're too good at algorithmic optimization, you risk building a large audience without saying anything particularly original or important. Not to... See more