Trust

So forget the funnel for a moment.

Forget the persona, the pixel, the platform.

Ask yourself instead:

“Who already trusts us — and why?”

“Who doesn’t — and what did we do to lose it?”

Unlike vertical search aggregators, boutique search engines feel less like the Yellow Pages and more like texting your friends to ask for a recommendation. They have constrained supply, which is the foundation for their biggest moat: trust .

The "Writing Like You Talk" Principle: For curators and creators, building a connection and trust with an audience involves writing in a conversational tone, which mirrors the way people talk in their own heads, making the information feel more personal and credible

The share of human-agent and agent-agent interactions in the economy will increase over time, with agents engaging in price negotiation, placing orders from one another, coordinating supply and demand, and even rating each other to assign trustworthiness scores.