Leverage The Internet Quotes

How do these online distraction systems work? They start with an external trigger or notification. You may visit a Website or sign up for a service. They will then send you an email, follow you on the Internet with ads, or send you a push notification with very specific language that has been tested to get you to click on it. You click on the link and your attachment or connection to that distraction system gets a little bit stronger. You, unintentionally, provide that system with more information when you read an article, add a friend, or comment on a photo. Without realizing it, and behind the scenes, the machinery of distraction is starting to turn. On a scale of 1-10, with 10 being completely attached, you are a 2 at this point. These companies know that you don’t really care about the company itself, but you do care about your friends, family, and co-workers. They leverage these relationships by showing your profile to these contacts. These people are then asked to add you as a contact, friend, or to comment on your photo. Guess what this does? It brings you back to the site and increases the attachment. Think about this just for a second. If a company wants me to come back to their site, then they have a much higher chance of getting me back if they tell me my nephew added me as a friend, or posted a new pic. I care about my nephew. I don’t care about the company. This happens a few times and the attachment goes from a 2 to a 5. Soon, you have more and more connections on the site. Many of these sites have a magic number. Once you cross that threshold they know they really have you. Let’s say it is 10 connections. Once you have 10 connections they know with a level of statistical certainty that they can get you coming back to the site several times a week. Your attachment then goes from a 5 to a 7. All this time they are still pinging you via email, ads or push notifications to get you back to the site. The prompts or triggers to get you back are all external. You may be experiencing uncomfortable emotions like anxiety, sadness, or boredom, but you are not yet feeling these as triggers to go to the site and escape these feelings. Instead, what happens gradually, is that the trigger moves from being external like an email prompt and moves internal. Soon, they do not have to remind you or leverage your relationships to go back to the site. You are now doing it on your own. You are checking it regularly on your own. Your attachment has moved from a 7 to an 8. They’ve got you now, but they don’t completely have you. The tendrils are not yet deep into your brain and that is really where they want to go. They want to get as wrapped around your brain as possible, because the deeper they are - the more unconscious this behavior of checking the site - the more time you spend on the site and the more money they make. When you start living your life, not for what you are actually experiencing at the moment, but instead for how you imagine it will look to other people on these sites, then they really have you. When the experience itself is less meaningful than the image of you on the site and the number of likes it gets, then they are getting really deep. They have moved the center of your self from your actual life and transferred it to the perception of your life on their site. You now mostly live for reactions from other people on these company’s sites. By this time, you are likely refreshing the page, habitually looking at your phone, and wondering why your pic or video has not received more comments or likes. By this time you are fully hooked, as my good friend Nir Eyal would say, and your attachment has gone from an 8 to a full 10. They’ve got you hook, line, and sinker. Scary

Internet Inquisitors harness this fandom to make money. Multiple websites have been set up since the beginning of GamerGate to pander to this audience, gaining ad revenue and a following. YouTube, Kickstarter, GoFundMe, Indiegogo, Patreon, and other money-making platforms are leveraged by the more opportunistic among them.

AWS and the Seven-Year Lead When creating Amazon Web Services (cloud computing), Amazon was essentially creating their own internal Internet Operating System (IOS) and then leveraging their technology infrastructure into a profit center. He said, “IT departments are recognizing that when they adopt AWS, they get more done. They spend less time on low value-add activities like managing datacenters, networking, operating system patches, capacity planning, database scaling, and so on and so on. Just as important, they get access to powerful APIs [Application Programing Interfaces] and tools that dramatically simplify building scalable, secure, robust, high-performance systems. And those APIs and tools are continuously and seamlessly upgraded behind the scenes, without customer effort.” —Bezos (2014 Letter) In other words, Amazon took the proprietary infrastructure they built for themselves and turned it into a service that any developer could use for their own purposes.

On the internet today, everyone is on show all the time. Everything you tweet or post, your LinkedIn bio, every recorded speech you make on Clubhouse, or even a dedicated website about you all represent who you are on the internet. So leverage it!

The MIT physicist and award-winning novelist Alan Lightman also leverages grand gestures. In his case, he retreats each summer to a “tiny island” in Maine to think deeply and recharge. At least as of 2000, when he described this gesture in an interview, the island not only lacked Internet, but didn’t even have phone service. As he then justified: “It’s really about two and a half months that I’ll feel like I can recover some silence in my life… which is so hard to find.

How and why is this happening? Let’s break it down. In the world of platforms, the Internet no longer acts merely as a distribution channel (a pipeline). It also acts as a creation infrastructure and a coordination mechanism. Platforms are leveraging this new capability to create entirely new business models. In addition, the physical and the digital are rapidly converging, enabling the Internet to connect and coordinate objects in the real world—for example, through smartphone apps that allow you to control your home appliances at long distance. Simultaneously, organizational boundaries are being redefined as platform companies leverage external ecosystems to create value in new ways.7 In this new stage of disruption, platforms enjoy two significant economic advantages over pipelines. One of these advantages is superior marginal economics of production and distribution.

H. Srikrishnan, then head of transactional banking and operations, gave me an example, ‘We looked at funds transfer—which was manual—such as MTs (mail transfers) and TTs (telegraphic transfers). When we implemented a centralized banking solution, the key things we could do were to sweep across multiple locations and get the balances of customers or transfer funds from one location to another using core banking. Those were big problems we solved.’ HDFC Bank was thus the first among Indian banks to have a centralized system. Whilst foreign banks like Citibank had centralized systems, they lacked the branch strength to fully leverage them. It is worth remembering that in the mid-1990s, banking didn’t really exist in the form that we know of today. Customers could open bank accounts, but the whole gamut of products (home loan, car loan, etc.) and services (Internet banking) was just not available. Salaries would still be paid by cheque and employees would have to take time off from their jobs to go to the bank, write a deposit slip, hand it over to the teller and then wait for the cheque to get cleared. Also, the employer would have to take time off to sit and sign numerous salary cheques to be given to all the employees. Compare this to the instant, online credit of salary today and a notification by SMS and email at the end of every month! HDFC Bank’s centralized technology platform allowed it to kick-off a revolution in how employees were paid their salaries.

Similarly, you might have heard of a unique group of Internet entrepreneurs called “AdSense” millionaires. Google Adsense is an advertiser network that online content publishers leverage to earn income from their websites’ traffic. There are affiliates, bloggers, and publishers who earn good money from using Google’s AdSense program. Some content providers and bloggers earn six figures monthly. Arguably, this is big money, yet Google (the driver) makes the legendary money. No

PROVEN PATTERN #1: BITS RATHER THAN ATOMS Google and Facebook are largely software businesses that focus on electronic bits rather than material atoms. Bits-based businesses have a much easier time serving a global market, which in turn makes it easier to achieve a large market size. Bits are also far easier to move around than atoms, so bits-based businesses can more easily tap into distribution techniques like virality, and their ability to be highly networked provides more opportunities to leverage network effects. Bits-based businesses tend to be high-gross-margin businesses because they have fewer variable costs. Bits also make it easier to design around growth limiters. You can iterate more quickly on software products (many Internet companies release new software daily) than on physical products, making it faster and cheaper to achieve product/market fit. And

Gawker, a gossip site, was feeding readers the internet equivalent of crack. Blogs like Josh Marshall’s Talking Points Memo were covering national security more skeptically and with more edge than the Times. And then there was Matt Drudge, whose Report readers depended on like their morning coffee. The immense traffic Drudge generated for any story his blog promoted became a source of leverage for him.