MEDIA AND MACHINES.

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.

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.