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The “sales, then logistics” framework: Always sell people on why something matters before diving into how to do it. Even executives who seem rushed need 30 to 60 seconds of context for why this matters now.

Being concise is about density of insight, not brevity: “Being concise is not about absolute word count. It’s about economy of words and density of the insight.” The bottleneck to being concise is often unclear thinking.

Use “signposting” to guide your audience: Words like “for example,” “because,” “as a next step,” and “first, second, third”

Before sharing an idea, spend just a few seconds anticipating the most obvious objections.

Don’t overstate hypotheses as facts or understate strong recommendations. Match your conviction level to the evidence available.

Focus on motivating behavior change rather than venting your frustrations. “Trim 90% of what you initially want to say and keep only the 10% that will make the person want to change.”

he CEDAF delegation framework: Comprehension: Ensure they understand what needs to be done Excitement: Make the task meaningful and motivating De-risk: Anticipate and address potential issues Align: Confirm mutual understanding Feedback: Create the shortest possible feedback loop

a guest in November 2021 was Alex Jones, the founder of the misinformation website Infowars and a prominent conspiracy theorist who described the killings of 27 people, including 20 children, at the Sandy Hook Elementary School as a hoax. The hosts were apparently trying to rehabilitate his reputation, asking him softball questions like, “Do you feel like a caricature that the liberal media made you out to be?”

What makes The White Lotus feel like the cultural product of a new era is that White doesn’t try to build shallow morality plays around these or any other characters. Nor does he drop in stock “Karens”—think of the way And Just Like That turned Sex and the City’s leads into idiot middle-aged ladies whom minor characters endlessly lecture about their outdated attitudes—whose primary job is to provide teachable moments.

White’s most countercultural belief is that a heavy focus on identity is a prison, not a liberation. He told Sullivan that his time as an actor made him feel limited by his appearance, whereas writing allowed him to explore the way that “we’re all monkeys, first of all—we’re all apes—and we also share so much.”

Viewers crave yachts, and hot people, and terrible mistakes, and hot people making terrible mistakes on yachts. Give them that, and underneath you can smuggle the message that it’s all incredibly hollow and unfulfilling.

Post-something doesn't mean it's reversed. We're post-communism, but its effects are forever. Post-modernism doesn't mean that we're back to horse carriages and revolutionary portraits, it means that the mechanisms that created modernism are finished and we live in their wake. Applied to wokeness, everything we make now has to have some sort of reaction to woke for the foreseeable future. White lotus does adopt many woke tropes, but instead of adopting them as a way to push them as an agenda, it's adopting them as themes that Mike White riffs off of.

opening notion or obsidian feels less like launching software and more like putting on your favorite jacket. it says something about you. aligns you with a tribe, becomes part of your identity. software isn’t just functional anymore. it’s quietly turned into a lifestyle brand, a digital prosthetic we use to signal who we are, or who we wish we were.

somewhere along the way, software stopped being invisible. it started meaning things. your browser, your calendar, your to-do list, these are not just tools anymore. they are taste. alignment. self-expression.

suddenly your app stack said something about you. not in a loud, obvious way but like the kind of shoes you wear when you don’t want people to notice, but still want them to know. margiela replica. new balance 992. arcteryx. stuff that whispers instead of shouts, it’s all about signaling to the right people.

notion might be one of the most unopinionated tools out there. you can build practically anything with it. databases, journals, dashboards, even websites. but for a tool so open-ended, it’s surprisingly curated. only three fonts, ten colors.

if notion is a sleek apartment in seoul, obsidian is a cluttered home lab. markdown files. local folders. keyboard shortcuts. graph views. it doesn’t care how it looks, it cares that it works. it’s functional first, aesthetic maybe never. there’s no onboarding flow, no emoji illustrations, no soft gradients telling you everything’s going to be okay. just an empty vault and the quiet suggestion: you figure it out. obsidian is built for tinkerers. not in the modern, drag and drop sense but in the old way. the “i wanna see how this thing works under the hood way”. it’s a tool that rewards curiosity and exploration. everything in obsidian feels like it was made by someone who didn’t just want to take notes, they wanted to build the system that takes notes. it’s messy, it’s endless, and that’s the point. it’s a playground for people who believe that the best tools are the ones you shape yourself.

notion is for people who want a beautiful space to live in, obsidian is for people who want to wire the whole building from scratch. both offer freedom, but one is curated and the other is raw. obsidian and notion don’t just attract different users. they attract different lifestyles.

the whole obsidian ecosystem runs on a kind of quiet technical fluency.

the fact that people think obsidian is open source matters more than whether it actually is. because open source, in this context, isn’t just a licence, it’s a vibe. it signals independence. self-reliance. a kind of technical purity. using obsidian says: i care about local files. i care about control. i care enough to make things harder on myself. and that is a lifestyle.

now, there’s a “premium” version of everything. superhuman for email. cron (i don’t wanna call it notion calendar) for calendars. arc for browsing. raycast for spotlight. even perplexity, somehow, for search.

these apps aren’t solving new problems. they’re solving old ones with better fonts. tighter animations, cleaner onboarding. they’re selling taste.

chrome gets the job done, but arc gets you. the onboarding feels like a guided meditation. it’s not about speed or performance. it’s about posture.

arc makes you learn new gestures. it hides familiar things. it’s not trying to be invisible, it wants to be felt. same with linear. same with superhuman. these apps add friction on purpose. like doc martens or raw denim that needs breaking in.

linear even has a “work with linear” page, a curated list of companies that use their tool. it’s a perfect example of companies not just acknowledging their lifestyle brand status, but actively leaning into it as a recruiting and signaling mechanism.

self-improvement can turn into hyper-individualism very quickly, which is also another incredibly American attitude in general

right-wing commentary is like a warm blanket that you can surround yourself with that says: “You’re right to be angry and you should be angry at vulnerable populations. You should be angry at people who have no power over you. And then if you dominate them a little bit, then that gives you a little bit of power, right?”

there’s definitely a lot of interest amongst the American working class to to change things. Some people have associated that change with Donald Trump. I find that kind of change to be worse because I think Donald Trump is further breaking the system that was broken previously prior to this.

That’s the attitude that many Americans have. They’re just like, “Yeah, everything is messed up. At least this guy wants to break the system. And I don’t really like the system anyway. I don’t like the institutions anyway. They, what have they done for me? So let’s test this out.”

Where previous generations of tech companies sold software to hotels and taxi companies, Airbnb and Uber used software to create new businesses and to redefine markets. Uber changed what we mean when we say ‘taxi’ and Airbnb changed hotels.

But for all sorts of reasons, the actual effect of that on the taxi and hotel industries was very different. The regulation is different. The supply of people with a car and few hours to spare is very different from the supply of people with a spare room to rent out (indeed, there is adverse selection in that difference). The delta between waving your hand on a street corner and pressing a button on your phone is different to the delta between booking a hotel room and booking a stranger’s apartment.

Sometimes disruption is much more about new demand than challenging the existing market, or only affects a peripheral business, as happened with Skype.

it’s always easier to shout ‘disruption!’ or ‘AI!’ than to ask what kind.

since the iPhone launched Apple has created three (!) more innovative and category-defining products - the iPad, Watch and AirPods. The iPad is a little polarising amongst tech people (and it remains unfinished business, as Apple concedes in how often it fiddles with the keyboard and the multitasking) but after a rocky start it’s stabilised as roughly the same size as the Mac. The Watch and the Airpods, again, have both become $10bn+ businesses, but also seem to have stabilised. (The ‘Wearables, Home and Accessories’ category also includes the Apple TV, HomePods and Apple’s sizeable cable, dongle & case business.)

Meanwhile, since both the Watch and AirPods on one side and the services on the other are all essentially about the attach rate to iPhone users, you could group them together as one big upsell, which suggests a different chart: half of Apple’s revenue is the iPhone and another third is iPhone upsells - 80% in total.

I think the car project was the classic Apple of Steve Jobs. Apple spent a lot of time and money trying to work out whether it could bring something new, and said no. . The shift to electric is destabilising the car industry and creating lots of questions about who builds cars and how they build them, and that’s a situation that should attract Apple. However, I also think that Apple concluded that while there was scope to make a great car, and perhaps one that did a few things better, there wasn’t really scope to do something fundamentally different, and solve some problem that no-one else was solving. Apple would only be making another EV, not redefining what ‘car’ means, because EVs are still basically cars - which is Tesla’s problem. It looks like the EV market will play out not like smartphones, where Apple had something unique, but like Android, where there was frenzied competition in a low-margin commodity market. So, Apple walked away - it said no.

People often suggest that Apple should buy anything from Netflix to telcos to banks, and I used to make fun of this by suggesting that Apple should buy an airline ‘because it could make the seats and the screens better’. Yes, Apple could maybe make better seats than Collins Aerospace, but that’s not what it means to run an airline. Where can Apple change the fundamental questions?

It ships MVPs that get better later, sure, and the original iPhone and Watch were MVPs, but the original iPhone also was the best phone I’d ever owned even with no 3G and no App Store. It wasn’t a concept. it wasn’t a vision of the future- it was the future. The Vision Pro is a concept, or a demo, and Apple doesn’t ship demos. Why did it ship the Vision Pro? What did it achieve? It didn’t sell in meaningful volume, because it couldn’t, and it didn’t lead to much developer activity ether, because no-one bought it. A lot of people even at Apple are puzzled.

The new Siri that’s been delayed this week is the mirror image of this. Last summer Apple told a very clear, coherent, compelling story of how it would combine the software frameworks it’s already built with the personal data in apps spread across your phones and the capabilities of LLMs to produce a new kind of personal assistant. This was the eats of Apple - taking a new primary technology and proposing way to make it useful for everyone else

In December 2023, Rockstar Games dropped the trailer for the highly anticipated Grand Theft Auto VI. In just 24 hours, it was viewed over 93 million times! In the same period, a deluge of fan content was made about the trailer and it generated 192 million views, more than double that of the official trailer. Youtube’s 2024 Fandom Survey reports that 66% of Gen Z Americans agree that “they often spend more time watching content that discusses or unpacks something than the thing itself.” (Youtube Culture and Trend Report 2024)

Much like the discussions and dissections populating YouTube fan channels, ancient scholarly traditions have long embraced similar practices. This dialogue between the original text and the interpretation is exemplified, for instance, in the Midrash, the collection of rabbinic exegetical writings that interprets the written and oral Torah. Midrashim “discern value in texts, words, and letters, as potential revelatory spaces. They reimagine dominant narratival readings while crafting new ones to stand alongside—not replace—former readings. Midrash also asks questions of the text; sometimes it provides answers, sometimes it leaves the reader to answer the questions”. (Gafney 2017)

The Midrash represents a form of religious para-content. It adds, amends, interprets, extends the text’s meaning in service of a faith-based community. Contemporary para-content plays a similar role in providing insights, context and fan theories surrounding cultural objects of love, oftentimes crafting new parallel narratives and helping fans insert themselves into the work.

highly expressive YouTubers perform an emotional exegesis, punctuating and highlighting the high points and key bars of the song, much like the radio DJ of yore. TikTok is now flooded with reactions to the now unforgettable “Mustard” exclamation in Kendrick’s “TV Off,” affirming to fans that this moment is a pivotal moment in the song, validating that it is culturally resonant.

Para-content makers may be called “creators” or “influencers” but their actual role is that of “contextualizer”, the shapers of a cultural artifact’s horizon. The concept of “horizon” originates from “reception theory” in literary theory which posits that the meaning of a text is not a fixed property inscribed by its creator but a dynamic creation that unfolds at the juncture of the text and its audience.

American economist Tyler Cowen often uses the refrain “Context is that which is scarce” to describe that while art, information and content may be abundant, understanding—the ability to situate that information within a meaningful context—remains a rare and valuable resource. Para-content thrives precisely because it claims to provide this scarce context.

As content proliferates, the challenge isn’t accessing cultural works but understanding how they fit into larger narratives and why they matter. There is simply too much content, context makes salient which deserves our attention.

Your friend’s favorite line in a song became a hook for your own appreciation of it. Seeing how people reacted to a song’s pivotal moment at a house party made clear the song’s high point. Hearing a professor rave about a shot in a movie made you lean in when you watched it. Often, you developed your own unique appreciation for something which you then shared with peers. These are all great examples of organic contextualization. Yet this scarcity of context also illuminates the dangers of para-content. When contextualizers wield disproportionate influence, there is a risk that their exegesis becomes prescriptive rather than suggestive.

The tyranny of the contextualizer online is their constant and immovable presence between the reader and the text, the listener and the music, the viewer and the film. We now reach for context before engaging with the content. When my first interaction with a song is through TikTok reactions, I no longer encounter the work as it is, on my own. It comes with context juxtaposed, pre-packaged. This removes the public’s ability to construct, even if for a moment, their own unique horizons.

you’re given the opportunity to work with kids before they’re thrown to the wolves they’ll encounter throughout the rest of their days in public education and shape them at the start of their most vulnerable and impressionable state in life. you’re with them eight hours a day, five days of a week - something their parents can’t even say at this age.

it’s a profession where you’re provided with more power than you’ve probably ever had; but with that power comes tremendous responsibility and obligation as well (sorry to crib from spider-man, it was unavoidable). of course, you’re there first and foremost as an educator. but you’d have to be blind not to see the start of some of the biggest problems facing society today simultaneously.

when faced with such sights, you can either bury your head in the sand and stick to your “lesson plans” or pursue the path that goes above your paygrade and confront these conflicts head on, before they blow up in a bigger way a decade down the road.

kids truly are sponges at this age, soaking in everything you do and don’t want them to. they see everything, they hear everything, and though they may not know everything, they’re savvier at connecting context clues than one might initially foolishly assume.

don’t submit to the self-fulfilling prophecy - be the author of another.

I have been intending to write this essay for months. Why am I finally doing it? Because I finally found some uncommitted time? Wrong. I have papers to grade, textbook orders to fill out, an NSF proposal to referee, dissertation drafts to read. I am working on this essay as a way of not doing all of those things. This is the essence of what I call structured procrastination, an amazing strategy I have discovered that converts procrastinators into effective human beings, respected and admired for all that they can accomplish and the good use they make of time. All procrastinators put off things they have to do. Structured procrastination is the art of making this bad trait work for you. The key idea is that procrastinating does not mean doing absolutely nothing. Procrastinators seldom do absolutely nothing; they do marginally useful things, like gardening or sharpening pencils or making a diagram of how they will reorganize their files when they get around to it. Why does the procrastinator do these things? Because they are a way of not doing something more important. If all the procrastinator had left to do was to sharpen some pencils, no force on earth could get him do it. However, the procrastinator can be motivated to do difficult, timely and important tasks, as long as these tasks are a way of not doing something more important.

Tasks that seem most urgent and important are on top. But there are also worthwhile tasks to perform lower down on the list. Doing these tasks becomes a way of not doing the things higher up on the list. With this sort of appropriate task structure, the procrastinator becomes a useful citizen. Indeed, the procrastinator can even acquire, as I have, a reputation for getting a lot done.

I got a reputation for being a terrific Resident Fellow, and one of the rare profs on campus who spent time with undergraduates and got to know them. What a set up: play ping pong as a way of not doing more important things, and get a reputation as Mr. Chips.

The trick is to pick the right sorts of projects for the top of the list. The ideal sorts of things have two characteristics, First, they seem to have clear deadlines (but really don't). Second, they seem awfully important (but really aren't). Luckily, life abounds with such tasks.

Take for example the item right at the top of my list right now. This is finishing an essay for a volume in the philosophy of language. It was supposed to be done eleven months ago. I have accomplished an enormous number of important things as a way of not working on it.

The observant reader may feel at this point that structured procrastination requires a certain amount of self-deception, since one is in effect constantly perpetrating a pyramid scheme on oneself. Exactly. One needs to be able to recognize and commit oneself to tasks with inflated importance and unreal deadlines, while making oneself feel that they are important and urgent. This is not a problem, because virtually all procrastinators have excellent self-deceptive skills also. And what could be more noble than using one character flaw to offset the bad effects of another?

The term principals committee generally refers to a group of the senior-most national-security officials, including the secretaries of defense, state, and the treasury, as well as the director of the CIA. It should go without saying—but I’ll say it anyway—that I have never been invited to a White House principals-committee meeting, and that, in my many years of reporting on national-security matters, I had never heard of one being convened over a commercial messaging app.

On Tuesday, March 11, I received a connection request on Signal from a user identified as Michael Waltz. Signal is an open-source encrypted messaging service popular with journalists and others who seek more privacy than other text-messaging services are capable of delivering. I assumed that the Michael Waltz in question was President Donald Trump’s national security adviser. I did not assume, however, that the request was from the actual Michael Waltz.

I accepted the connection request, hoping that this was the actual national security adviser, and that he wanted to chat about Ukraine, or Iran, or some other important matter. Two days later—Thursday—at 4:28 p.m., I received a notice that I was to be included in a Signal chat group. It was called the “Houthi PC small group.”

We discussed the possibility that these texts were part of a disinformation campaign, initiated by either a foreign intelligence service or, more likely, a media-gadfly organization, the sort of group that attempts to place journalists in embarrassing positions, and sometimes succeeds. I had very strong doubts that this text group was real, because I could not believe that the national-security leadership of the United States would communicate on Signal about imminent war plans. I also could not believe that the national security adviser to the president would be so reckless as to include the editor in chief of The Atlantic in such discussions with senior U.S. officials, up to and including the vice president.

I was still concerned that this could be a disinformation operation, or a simulation of some sort. And I remained mystified that no one in the group seemed to have noticed my presence. But if it was a hoax, the quality of mimicry and the level of foreign-policy insight were impressive.

According to the lengthy Hegseth text, the first detonations in Yemen would be felt two hours hence, at 1:45 p.m. eastern time. So I waited in my car in a supermarket parking lot. If this Signal chat was real, I reasoned, Houthi targets would soon be bombed. At about 1:55, I checked X and searched Yemen. Explosions were then being heard across Sanaa, the capital city. I went back to the Signal channel. At 1:48, “Michael Waltz” had provided the group an update. Again, I won’t quote from this text, except to note that he described the operation as an “amazing job.” A few minutes later, “John Ratcliffe” wrote, “A good start.” Not long after, Waltz responded with three emoji: a fist, an American flag, and fire. Others soon joined in, including “MAR,” who wrote, “Good Job Pete and your team!!,” and “Susie Wiles,” who texted, “Kudos to all – most particularly those in theater and CENTCOM! Really great. God bless.” “Steve Witkoff” responded with five emoji: two hands-praying, a flexed bicep, and two American flags. “TG” responded, “Great work and effects!” The after-action discussion included assessments of damage done, including the likely death of a specific individual. The Houthi-run Yemeni health ministry reported that at least 53 people were killed in the strikes, a number that has not been independently verified.

In an email, I outlined some of my questions: Is the “Houthi PC small group” a genuine Signal thread? Did they know that I was included in this group? Was I (on the off chance) included on purpose? If not, who did they think I was? Did anyone realize who I was when I was added, or when I removed myself from the group? Do senior Trump-administration officials use Signal regularly for sensitive discussions? Do the officials believe that the use of such a channel could endanger American personnel?

William Martin, a spokesperson for Vance, said that despite the impression created by the texts, the vice president is fully aligned with the president. “The Vice President’s first priority is always making sure that the President’s advisers are adequately briefing him on the substance of their internal deliberations,” he said. “Vice President Vance unequivocally supports this administration’s foreign policy. The President and the Vice President have had subsequent conversations about this matter and are in complete agreement.”

It is not uncommon for national-security officials to communicate on Signal. But the app is used primarily for meeting planning and other logistical matters—not for detailed and highly confidential discussions of a pending military action. And, of course, I’ve never heard of an instance in which a journalist has been invited to such a discussion.

Conceivably, Waltz, by coordinating a national-security-related action over Signal, may have violated several provisions of the Espionage Act, which governs the handling of “national defense” information, according to several national-security lawyers interviewed by my colleague Shane Harris for this story. Harris asked them to consider a hypothetical scenario in which a senior U.S. official creates a Signal thread for the express purpose of sharing information with Cabinet officials about an active military operation. He did not show them the actual Signal messages or tell them specifically what had occurred. All of these lawyers said that a U.S. official should not establish a Signal thread in the first place. Information about an active operation would presumably fit the law’s definition of “national defense” information. The Signal app is not approved by the government for sharing classified information. The government has its own systems for that purpose. If officials want to discuss military activity, they should go into a specially designed space known as a sensitive compartmented information facility, or SCIF—most Cabinet-level national-security officials have one installed in their home—or communicate only on approved government equipment, the lawyers said.

Normally, cellphones are not permitted inside a SCIF, which suggests that as these officials were sharing information about an active military operation, they could have been moving around in public. Had they lost their phones, or had they been stolen, the potential risk to national security would have been severe.

There was another potential problem: Waltz set some of the messages in the Signal group to disappear after one week, and some after four. That raises questions about whether the officials may have violated federal records law: Text messages about official acts are considered records that should be preserved.

“Intentional violations of these requirements are a basis for disciplinary action. Additionally, agencies such as the Department of Defense restrict electronic messaging containing classified information to classified government networks and/or networks with government-approved encrypted features,” Baron said.

It is worth noting that Donald Trump, as a candidate for president (and as president), repeatedly and vociferously demanded that Hillary Clinton be imprisoned for using a private email server for official business when she was secretary of state. (It is also worth noting that Trump was indicted in 2023 for mishandling classified documents, but the charges were dropped after his election.)

Waltz and the other Cabinet-level officials were already potentially violating government policy and the law simply by texting one another about the operation. But when Waltz added a journalist—presumably by mistake—to his principals committee, he created new security and legal issues. Now the group was transmitting information to someone not authorized to receive it. That is the classic definition of a leak, even if it was unintentional, and even if the recipient of the leak did not actually believe it was a leak until Yemen came under American attack.

Izzy recently decided to stop using X and her decision was based on the app's algorithm: "It feels like the algorithm wants you to see stuff you don't like so that you engage with it and it also shows your stuff to people who won't like it," she says, explaining that this was making her experience of using social media almost entirely negative.

"The follower is no longer a peer, they’re the audience, while the creator is more similar to a conventional, mainstream media broadcaster than to an independent creator."

Izzy agrees that this has been one of the biggest changes in her experience of using social media during the past decade: "I do think brands and influencers dominate my social media a lot more - it's constantly ads on my feed. I choose to follow my friends and often I don't see their stuff," she says.

It reflects the lack of space for genuine interaction and meaningful communities online right now, something that was once considered to be one of the main plus sides of social media.

"There aren't really niche internet jokes anymore because you have trend forecasters and people whose jobs it is to hop on these trends and make it about a brand," Izzy says adding: "The memes aren't as funny when you know they're going to be co-opted."