Sublime

the son of a computer science pioneer. He was a soft-spoken nonconformist, a rebel with a 10x cause:

tracked—and then revised or adapted as circumstances dictate.

Peter Drucker.

Although he was largely an observer of the technical community that created Silicon Valley, his various ideas and crusades around the Whole Earth Catalog, which he created in the fall of 1968, foreshadow and resonate with the techno-utopian culture that the Valley spawned.

Up to that point, publishers considered their readers to be their customers, and saw their goal as providing a product good enough to convince people to pay to read it. Day’s innovation was to realize that his readers could become his product and the advertisers his customers.