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The first is more social than media. It’s driven by a backlash to performative, status-seeking social media: people want to spend quality time online with close friends and family. This means less Facebook and Instagram and more WhatsApp and Messenger.

Culture is not liking someone, culture is compatibility

“You can’t just focus on the Mediterranean diet or any other diet. If you live by yourself on the ninth floor of an apartment building and you don’t know your neighbors and you have no friends, you can eat the perfect Mediterranean diet and it may not do you as much good.”

Meanwhile, the more recent rise of social media — plus digital publishing and the continued growth of e-commerce — has given brands strong incentives and tools to build direct relationships with their clientele, skipping the retail middlemen and keeping the rest of their margin.

Like a tree, creative work has seasons. Part of the work is to know which season you’re in, and act accordingly. In winter, “the tree looks dead, but we know it is beginning a very deep process, out of which will come spring and summer.”

But Twitter is unique among social apps in that it has a small portion of users who are very, very engaged.

-Groups of strangers can come together to make decisions without needing to trust each other, which takes middlemen out of the equation.