POSSE - publish (on your) own site, syndicate elsewhere
Tippett:
What do you mean when you write that everyone is an artist?
O’Donohue:
I mean that everyone is involved, whether they like it or not, in the construction of their world. So it’s never as given as it actually looks; you’re always shaping it and building it. And I feel that from that perspective, that each of us is an artist.
Controlling search means controlling how most people access every other digital thing—it’s an incredible platform to gain trust and visibility, advertise, or influence public opinion.