• If I write something on this site and it gets mediocre traffic, 200 people will see it.
  • If I record a podcast for my employer (I prefer “chosen community of colleagues”) and it gets a mediocre number of downloads, 800 people will download it.
  • If I write something on the website of my chosen community of colleagues, and it gets mediocre traffic, 1,000 people will see it.
  • If I post something to my Twitter account and it performs in a mediocre way, 2,000 people will see it. (If it does well, a quarter million people might see it.)

That’s badly backwards, isn’t it? The platform that does the best for me, in terms of “reaching audiences,” is the one that neither I nor my colleagues own.

Elon Musk’s purchase of Twitter for $44 billion (imagine how thoroughly infant mortality could be eradicated with $44 billion) is a bright, flashing reminder of how that needs to change.

We should be creating in spaces that we own, not in spaces run by oligarchs for marketers. Those others’ spaces should be more for conversations (hopefully constructive ones) about what we’ve developed elsewhere, in our own spaces.

My personal goal from this point forward to even out the imbalance between the numbers in that bulleted list above. A lot of that means being less lazy: sending a tweet is easier, by design, than writing an open-ended bunch of words like I’m doing now.

I guess I’m just repeating the now overplayed advice to “bring back the blog.” (The format doesn’t necessarily need to be a textual blog, of course.) But I think that advice is still generally right. We should own our ideas and words, and limit Elon Musk’s and Mark Zuckerberg’s properties to being places where we point to, and discuss, ideas and words developed elsewhere.

That’s all to say, expect to see more of me here and less of me on Twitter. Thanks, Elon, for the reminder.