• The long tail of the internet has provided a way for sovereign creators
  
  and businesses to ‘
  
  niche at scale
  
  ‘ in ways not possible at any other time in history, fostering unparalleled creativity and innovation;


• The quality of an audience matters;


• Being tiny is mighty;


• Delighting the weird is a superpower;


• When you build a business, you’re building a new

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Why this breaks most brand strategy

Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more

Death of virality can be traced to social media’s algorithmic personalization, exponential growth of content (and content creators), and corresponding fragmentation of culture.More people, more content, smaller audiences.Small audiences are created through algorithmic personalization of the high volume of content. We see content, based on our taste... See more