If media and machines have fused into one great engine of scale, what stands opposite it? Man’s search for meaning . But in an age of accelerating extremes, even meaning must market itself to remain relevant. We like to think it waits patiently in our private lives — but I suspect that’s wishful thinking. Meaning too must earn its keep.6

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The final human edge is in controlling the machine or keeping your distance — in how many steps ahead, or how many steps removed, you are at any given moment. 1

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.