An unbundling of online social spaces and a retreat to the cozy web, which has resulted in a blossoming of niche creative communities

I've coined a new theory of the Internet in 2025.

It’s the basis for my new company.

I call it the "Boutique Impact" Theory.

Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the... See more

We’re already seeing this unbundling of consumer platforms starting within communities that have a deep affinity and sense of identity, and are not well served by general purpose social networks – for example, gaming communities assembling in virtual worlds such as Minecraft and Roblox and using Discord to communicate, communities that coalesce... See more