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.

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

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.

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.