You can spend hours crafting the perfect post. Something clever. Timely. Maybe even something that should spread. You publish it, wait a bit, and then check back. Nothing. A few impressions. Maybe a like. Then silence. Not because it wasn’t good. Not because people didn’t care. But because you were never going to be seen in the first place. Web2 doesn’t reward creativity. It rewards distribution. And distribution is already owned. If you don’t already have reach, you’re not competing on quali...

You can spend hours crafting the perfect post. Something clever. Timely. Maybe even something that should spread. You publish it, wait a bit, and then check back. Nothing. A few impressions. Maybe a like. Then silence. Not because it wasn’t good. Not because people didn’t care. But because you were never going to be seen in the first place. Web2 doesn’t reward creativity. It rewards distribution. And distribution is already owned. If you don’t already have reach, you’re not competing on quali...