A hundred years ago, when image creation and distribution was more constrained, commerce was arranged by class. You can conceive of it as a vertical model, with high and low culture, and magazines and product catalogs that represent each class segment. Different aspirational images are shown to consumers, and each segment aspires upward to the higher level.

The world we live in is no longer dominated by a single class hierarchy. Today you have art, sport, travel, climbing, camping, photography, football, skate, gamer.

Class still exists, but there’s no longer just one aesthetic per class. Instead, “class” is expressed merely by price points that exist within consumer subcultural categories

In the starter pack meme, classes of people are identified through oblique subcultural references and products they are likely to consume. Starter pack memes reverse engineer the demographic profile: people are composites of products they and similar people have purchased, identified through credit card data and internet browsing behavior tracked across the web. While Reddit communities for gear were self-organizing consumer subcultures from one direction, companies and ad networks were working toward the same goal from the other direction.

API-ification has happened across the entire supply chain. Companies like CA.LA let you spin up up a fashion line as fast as you’d spin up a new Digital Ocean droplet, whether you’re A$AP Ferg or hyped NYC brand Vaquera. Across the board, brands and middleware were opening new supply chains, which then became accessible entrepreneurs targeting all sorts of subcultural plays. And with Shopify, Squarespace, and Stripe, you can open an online store and accept payments in minutes. Once the goods are readily available, everything becomes a distribution problem—a matter of finding a target demographic and making products legible to it.

Products begin their life as an unbranded commodities made in foreign factories; they pass through a series of outsourced relationships —brand designers, content creators, and influencers—which construct a cultural identity for the good; in the final phase, the product ends up in a shoppable social media post

way: in the cultural production service economy, all culture is made in service of for-profit brands, at every scale and size.

European and American commentators of all political stripes recognize the current cultural moment as one that is stuck in some way. Endless remakes and reboots, endless franchises, cinematic universes, and now metaverses filled with brands who talk to each other; a culture of nostalgia with no real macro narrative

Beyond our workplaces, what else is stepping in to provide a sense of community and belonging?

All in all, product marketing businesses can only do so much to situate their goods in these broader cultural worlds without eating into their margins. This seemingly insurmountable gap is what my workshops were trying to address. But what would it mean for brands to stop pointing to culture, and to start being it?

Culture is a process, with the end result of shaping human minds.

Today, social media has become a more perfect tool for culture than Arnold could have imagined, and its use a science of penetrating the mass mind. All communication now approaches propaganda, and language itself has become somebody else’s agenda. Little

When you bought Bitcoin and Ether, it’s with the knowledge that there was also a culture there to become part of. Now years later, there are many tribes to “buy into,” from Bitcoin Christians to Bitcoin carnivores, from Ethereum permissionless free market maxis to Ethereum self-organizing collective decentralized coop radicals. Even if none of these appeal to you, you still end up becoming what “the space” (crypto’s collective term for itself) calls a “crypto person.” The creation of more and more “crypto people” is driven by the new revenue model cryptocurrencies exhibit. The business logic of these tokens is “number go up,” a feat accomplished by getting as many people to buy the token as possible. In other words, the upside opportunity is achieved with mass distribution of Bitcoin and Ethereum culture—the expansion of what it means to be an ETH holder into new arenas and practices. Buyers become evangelists, who are incentivized to promote their version of the subculture.

In the 2010s, supply chain innovation opened up lifestyle brands. In the 2020s, financial mechanism innovation is opening up the space for incentivized ideologies, networked publics, and co-owned faiths.

Under CPSE models, companies brand products. They point to subcultures to justify the products’ existence, and use data marketing to sort people into starterpack-like demographics. Subcultures become consumerized subcultures, composed of products

Authenticity, I came to understand, was more than a culture of irony and suspicion of everything commercial culture has to offer. It drew on a deep moral source that runs through our culture, a stance of self-definition, a stance of caring deeply about the value of individuality.

While it may ostensibly appear to be a simple case of influencers making a business decision to create more of the content they believe audiences want, and then being incentivized by engagement numbers to remain in this niche forever, it's actually deeper than that. It involves the gradual and unwitting replacement of a person's identity with one custom-made for the audience.

Put simply, in order to be someone, we need someone to be someone for.

When influencers are analyzing audience feedback, they often find that their more outlandish behavior receives the most attention and approval, which leads them to recalibrate their personalities according to far more extreme social cues than those they'd receive in real life. In doing this they exaggerate the more idiosyncratic facets of their personalities, becoming crude caricatures of themselves.

As the caricature becomes more familiar than the person, both to the audience and to the influencer, it comes to be regarded by both as the only honest expression of the influencer, so that any deviation from it soon looks and feels inauthentic. At that point the persona has eclipsed the person, and the audience has captured the influencer.

he implied his firing was part of the conspiracy to silence the truth, and urged his loyal followers to subscribe to his Substack, as this was now his family’s only source of income. His new audience proved to be generous with both money and attention, and his need to meet their expectations seems to have spurred him, consciously or unconsciously, to double down on his more extreme views. Now almost everything he writes about, from Covid to Ukraine, he somehow ties to the shadowy New World Order.

I wanted an audience, but I also knew that having the wrong audience would be worse than having no audience, because they'd constrain me with their expectations, forcing me to focus on one tiny niche of my worldview at the expense of everything else, until I became a parody of myself.

I ensured that my brand image—the person that my audience expects me to be—was in alignment with my ideal image—the person I want to be. So even though audience capture likely does affect me in some way, it only makes me more like the person I want to be.

This is the ultimate trapdoor in the hall of fame; to become a prisoner of one's own persona. The desire for recognition in an increasingly atomized world lures us to be who strangers wish us to be. And with personal development so arduous and lonely, there is ease and comfort in crowdsourcing your identity.

America arguably lacks a folklore proper, in the old-world sense of a body of narratives that explore the philosophical themes of the everyday life of commoners with significant mythological license

Unlike traditional folklore, American industrial folklore is a realist, literal tradition, with the presumption of factuality, and a preference for first-person telling of recent or contemporary events over retellings and handed-down lore

the cowboy western went straight from epic to commercial theater without spending any time simmering as a folklore.

The American hero of folklore, then, is a grifter who tells the tale of his own redemption. Only, he (it is nearly always a he) is a grifter with a heart of gold who might pull little cons to get ahead, but stays true-hearted and noble where it actually matters.

In his 1954 lecture ‘The Question Concerning Technology,’ Martin Heidegger argued that when we organize life under the rubric of technology, the world ceases to have a presence in its own right and is ordered instead as ‘standing-reserve’—that is, as resources to be instrumentalized. Coal and iron ore, the products of technology themselves, and even human sexual desire then come to be seen as part of the standing-reserve. It becomes increasingly difficult to see reasons why there should exist any limits on extracting such resources.

Politics, like religion, is a topic where there's no threshold of expertise for expressing an opinion. All you need is strong convictions.

what religion and politics have in common is that they become part of people's identity, and people can never have a fruitful argument about something that's part of their identity. By definition they're partisan.

When people say a discussion has degenerated into a religious war, what they really mean is that it has started to be driven mostly by people's identities.

If people can't think clearly about anything that has become part of their identity, then all other things being equal, the best plan is to let as few things into your identity as possible.

My path to merging onto the VC highway involved exploring basically every other option before finally circling back to reconsider this route with renewed appreciation

I’m a generalist at heart — I know I can do most things decently well (or at least figure them out) but what I actually excel at is understanding people, packaging their stories, and making them feel seen. What kind of craft is that?

Without a product in mind ‘company’ never seemed right and ‘non-profit’ felt unnecessarily limiting.

most advice bestowed on young people overrotates on being someone far before we have enough data points to know who that someone should be

most advice bestowed on young people overrotates on being someone far before we have enough data points to know who that someone should be.

I think most people live the majority of their lives trapped in place by a fear of rejection that probably feels worse to stew in than actually experiencing the rejection they fear so dearly itself.

With photoshop we could come up with things that we couldn’t build with CSS. But nowadays we can build things with CSS that are impossible to create with our design tools. We have scroll-snap, we have complicated animations, we have all kinds of wonderful interaction, grid, flexbox, all kinds of shapes, and so much more that you won’t find in the drop down menus of your tool of choice. Yet our websites still look and behave like they were designed with photoshop.

If you were magically given 10,000 hours to be amazing at something, what would it be? The more clarity you have on this response, the better off you’ll be.

Scott Adams popularized the idea of finding the intersection of 2-3 things you’re best at even if you’re not best at any of them individually. He wasn’t neither the best cartoonist nor the best writer nor the best entrepreneur, but he was the best combination. It could be a combination of expertise, relationships, sensibilities, and skills that you’ve accumulated over the years. If you’re just starting out, ideally it picks up where your childhood left off. Now, I spent my childhood trying to make the NBA. So if like me, you misallocated your childhood in the skills department, you have to be more creative. Later on, I realized I could apply the self-discipline and systems thinking I deployed when trying to be good at basketball into other fields, and found some that better fit my natural abilities.

If you’re a generalist, you want to be the best at the intersection of a few different skills, even if it’s a few disparate things. The challenge is it's easy to lie to yourself & say that you're a generalist when in reality you've tried a bunch of things and you've flaked out when things got hard and then tried something else.

Some people who you think are generalists have also specialized. Malcolm Gladwell for example writes about lots of topics, but he's mastered the art of translating academic work for a mass audience. Tyler Cowen self-defines himself as specializing as a generalist, but he spent a couple decades going deep on economics.

A personal moat is a set of unique and accumulating competitive advantages in the context of your career. Like company moats, your personal moat should be a competitive advantage specific to you that's not only durable, but compounds over time.

Whenever Facebook changes its interface, it has an impact on how millions of people communicate. In this sense, user interfaces are cultural artefacts.

What is our purpose on this planet? Do we have a responsibility to one another? Who even are we?Answering those questions alone is asking a lot of a person. The easier option is to choose from the platter of social-strata-acceptable possibilities we’re presented with for education, occupation, geographical location, personality, etc, and call it a day.

if you spend all your time constantly sketching (probably quickly outdated) pictures of your thinking on the bigger questions we’ve all been tasked with answering, you neglect the actual doing that would reveal answers with richer hues

incredible opportunities are unlocked by constructing a digitally consumable caricature of yourself that makes you legible to literally anyone in the world. It’s probably the most far-ranging bat signal possible to find people who think and feel similarly to you.

There’s simply so much friction in the process of turning belief into action online — meaning that most of the time all you actually get from internet attention is internalized impossible-to-attain expectations for yourself and an extremely confused ego.

If you care about personally choosing the shape, scale, and direction of your impact on the world, you might find that playing off-the-shelf games turns out to be a remarkably risky bet. There’s just no money/time-back guarantee that any of the off-the-shelf options will continue to fit you as your desires evolve. And maybe that’s ok — but continually reinventing yourself is a tiring and time-consuming task that too often leads you away from the real “calling”-finding-and-defining work.

In my book, big things are only worth committing to if the answer to the question “would you do this thing even if no one was watching?” is an immediate and unequivocal yes

Avoid getting too specific at a feature level. For example, it's too specific if you say "Page navigator" and it's too high level if you try to explore "A blog builder app." The sweet spot to go for is something that is conceptual where you can explore an interaction for a concept, such as, "Exploring spatial viewing of pages".

It is sort of miraculous that modern video codecs like H.265 have made it possible to fit videos of increasing quality and resolution into shrinking amounts of space. But when it comes to software, the pattern is exactly backwards.