hi, come in, leave your shoes on
The internet is subtly changing.
Have you noticed it too?
For years, we chased bigger audiences, bigger funnels, bigger everything. Then AI showed up and made polish free. Now the most valuable currency on the internet is the oldest one: trust.
This little corner of the internet is where I write stuff I'm thinking about.
me, mid-thought, as usual
the whole idea, in one breath ↓
The future belongs to trusted people, not famous people.
We're in the early hours of something I've started calling the Recommendation Economy. It's a slightly different way of thinking about how the internet makes money now that scale is cheap and trust is rare.
People already recommend things every day. Books to friends, apps to their group chat, a pediatrician, a pasta place, a weird supplement, or a piece of software they actually use. That's not new.
What's new is that the internet now lets that small, ordinary trust become a real, durable stream of income, without anyone having to become an influencer, a guru, or a content factory.
The website you're on is mostly me trying to figure out what that means, in public.
If any of this sounds like you, you've probably found your people. (welcome)
If you read them and nodded, this is probably the right room.
from the back of a notebook ↓
Things I've been thinking about, probably too much.
Tell me if you've been noticing them too.
the wall, mid-think
The era of bigger funnels and bigger audiences is slowly ending.
Polish used to be scarce. Now anyone can make polish. Humanity is what's rare.
People don't trust brands. They trust people who recommend brands.
The friend who told you about that book had more influence than every ad you saw that week.
Smaller audiences are steadily building bigger businesses.
Taste is becoming a credential.
AI didn't make humans less valuable. It made us more valuable, and weirder.
Reach is loud. Trust is calm. Calm compounds.
(some strong opinions, some still on probation)
rabbit holes, sorted (loosely) ↓
A small library of half-finished ideas.
a small footnote ↓
Occasionally someone asks if I'll work with them one-on-one. Sometimes I say yes.
If you're building something meaningful, and you think we'd be a genuinely good fit, there's a small tucked-away page where you can tell me about it.
The (small) page about working together →Want to know what I'm currently obsessed with?
Every few weeks I stumble across an idea, a study, a small marketing experiment, or a random observation that subtly changes how I see business.
When that happens, I write about it. There's no set schedule or content calendar. Just interesting things, when there's something actually worth saying.
No tracking pixels following you around the internet.