social media use really calls for something closer to a driver's license than terms of service... most apparent bad behavior here is more incompetence than malice, like not knowing how to change lanes or take turns at a 4-way stop..

following a discussion at @yak_collective this morning, I came up with this chart to capture a hypothesis I have that the difficulty of creating communities scales exponentially with the the "depth" of what you're trying to do

thanks @grigorimilov for leading the discussion that sparked this.

The way to read the graph is: each line is a time history of difficulty. It starts dotted, goes through a criticality inflection point, and then crests in difficulty before coming down to a stable plateau.

The inflection points have different names depending on context, but are all topologically similar. They are the make or break moment when a network-effect either kicks in, or fails to. "Product-market fit" in the case of market is the best known such point.

Level 1 is a basic social community, such as a FB group, meetup etc. There are millions of successful ones, and 100s of millions of failures. The "fit point" is what I call a meme-mind fit, when some social object catalyzes a sustainable long-term conversation of growing richness

Almost everything I've helped instigate is Level 1. My contributions to the social-object soup have been things like the vocabulary around sociopaths/clueless/losers, legibility, 2x2s etc.

Reading my own old writing from 10+ years ago is rarely pleasant. It’s not that the ideas and techniques are worse/embarrassing by current tastes (though they often are), but that they have a brash energy I can’t vibe with anymore even where I can still stand by the content.

Most of that energy is not mine from a younger mindset personally (though there’s some of that) but a function of the era. 2010 generally had more of a brash energy going. An energy born of a widespread sense of the world making more sense and humans being more agenty within it.

2007-13: Brash energy. The GFC bloodied our noses but we still felt in control of the plot collectively.

2014-20: Angry-anxious energy. Everybody lost the plot. Winners and losers alike. Great Weirding.

2021 - : Mellow sadder-and-wiser energy on macro, brrr energy on micro.

Opening mood for 2021 feels like how a figure skater spins faster by pulling in tighter. Narrower horizons, more concentrated energy, easy to mistake conservation of momentum effects for an absolute increase in system energy. Shows up in everything from stocks to writing.

Its tempting to retreat to narrow horizons with primarily happy domestic cozy energy (these are really good times for anything that taps into domestic-scale psyche energy). But even the happiest broader thoughts are alloyed with that mellow sadder-wiser plotlessness.

stacks are eating the world

business used to be easiest to comprehend via a) market-based logic of horizontal vs. vertical STRUCTURE, b) professionalization/specialization based FUNCTION c) core competencies based BEHAVIORS

this has pretty much collapsed in the last decade

Structure = sclerosis
Functional specialization = bureaucracy
competencies = inertial habits

"Stack" thinking instead lets technology structure (rather than market structure) drive business org logic

Companies seem to do well when they identify an entire stack of technologies they are good at (not just point bits) and organize to conform to its logic. There is a "full-stack" dimension of technical specialization that is the spine of the org

It feels buzzwordy, but it really is getting to be that way. AI stack, decarbonization stack, mobility stack, electrification stack... some end-to-end pathway of turning physics into economics via layers of tech artistically baked together like a cake

10 ridiculously simple tips I wish I knew about building an audience when I first started:

I mostly winged it 🤫

Let me share my lessons so you don't have to:

(a thread 🧵)

1/ Switch from being a consumer to a creator

If your default is opening social media and binging on updates from others, there's a problem. The world needs to know what YOU can offer, and I believe everyone can add value. So first, switch to intentionally becoming a creator.

2/ Start very small and build "Atomic habits"

Most beginner creators people aim too far high and crash. It never works for me. Instead choose tiny habits like 2 tweets a day in the morning. Or 1 video for Youtube. Or 1 short essay each day on Substack. Optimize for consistency.

3/ Pick one social platform to create and stick with it

What comes naturally to you? Writing your thoughts, choose Twitter. Editing interesting footage and layering a voice-over? Choose Youtube. Short essays? Choose Substack. Pick one and stick with it for at last 1 month.

4/ Find your niche

Don't focus on big bold segments with hundreds of active prolific creators already fishing. Find specific audiences and move towards them.

I was a no-code maker in 2018 so that niche came naturally. Later, I expanded to the community niche. Now #buildinpublic