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Brands can win if they create events that will bring people together in person. There are many ways to do this.

Information technology is highly portable, it’s not reliant on one place, so a certain area doesn’t have the same kind of control over it. GM can’t pack up its car plants and fly off to another country over night, but a software company can.

“Unbundling of YouTube.” You can build a big company by targeting a vertical within YouTube with a product that has better features and more opportunities for creator monetization. Twitch is a great example of this! We’re also watching early stage companies like Supergreat (in beauty) and Tingles (ASMR).

In this imagined future-Twitter, the interface would only surface content from areas of the platform of which users are a member or a follower. The owners of brands, topics, and genres could either get a percentage of ad revenue or charge subscriptions (with Twitter getting a fee, of course) for access to certain types and pieces of content.

Enterprise startups don’t cross the chasm, they bridge the chasm with a balanced self-serve and enterprise-grade platform with multiple reinforcements.