MEDIA AND MACHINES.

In the age of language models, the medium is the message — is the machine.

This is not only true at the model level but the individual level. Soon there will be such a thing as unhealthy and healthy prompting, a kind of psychological score for queries.

Every organization must now operate as half-media, half-machine. “Attention guys” are the new engineers — the new unicorn hires — while engineers have become the skilled tradesmen.

The questions shift from what can scale to what should . This is the great work of our time: not just building what spreads, but what matters. Not just making things people want, but cultivating the desire for what’s worth wanting.