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Noah Beck, a TikTok creator with 30 million followers, recently said: “If you look at the most successful people on TikTok, they do relatable things. They’ll never be perfect. They’ll never show a perfect existence.”

Entrepreneurs like Jeff Bezos and Elon Musk use a single unifying principle for decision-making Jeff Bezos: “Does this make the customer experience better?” Elon Musk: “Does this help us get to Mars?”

Rather than digitally native, our belief is that today’s customers demand that brands reach them where they are — whether it is a hunter buying a Yeti cooler at Cabela’s, an Allbirds customer shopping at an outdoor mall, a Dolls Kill customer going to Coachella, or a college student buying Kylie Cosmetics on her phone between classes.

There's not going to be a "Facebook killer". But there could simply be lots of other sites, that focus on a different, more constructive and generative, set of goals.

GenZ are also creators. They post on the internet, share photos, join forums, and curate articles. The internet levels the playing field, and anyone can use their hustle and savvy to amass a following and monetize that following. This is the creator economy.

The way China has built out its social infrastructure is, in at least this respect, more logical. WeChat owns the dominant social graph, and it acts as an underlying social infrastructure to the rest of the Chinese internet... Rather than duplicate the social graph of everyone, which WeChat owns, other apps can focus on what they do best, which mig... See more