Folk search engines

Today, Google largely indexes the public web. But often when searching for items, the best results might be contained in internal work documents or in email.

A blog post is a search query. You write to find your tribe; you write so they will know what kind of fascinating things they should route to your inbox. If you follow common wisdom, you will cut exactly the things that will help you find these people.

The more precise and niche the words I input, the better the internet would match me with people I could forge meaningful relationships with. This precision was hard for me, partly because my sense for how communication is supposed to work is shaped by reading mass media. Writing for a general public, you need to be broad and a bit bland. I didn’t ... See more

The solution is better search and better curation, all wrapped in a better business model - a combination I call boutique search engines.

As people contort themselves to please the algorithm for short-term payouts, there’s even more of the less legible, less liquid, but ultimately more important long-term value up for grabs for you if you continue to just be yourself and talk about whatever lights your fire, algorithm be damned.