If you’re reading this, and don’t live under a rock, you know that mobile is becoming the dominant content platform for human attention. (Benedict Evans of VC firm Andreessen Horowitz says “mobile is eating the world.”) We used to talk about mobile as our “second screen” but the pyramid has flipped. It’s our televisions and laptops that have become the second, special-purpose screens that amplify the way we use mobile for consumption and content creation.

Media platforms have emerged and evolved on mobile, devouring the time we spend reading, posting, watching, listening, curating, and publishing. Mobile is our most personal device. It’s got a small screen, pocket portability, and connectivity to all our content and utility platforms. The activities we perform on the mobile platform are now intimately tied to our physical behaviors in the form of metadata for geographic location, in-store purchase activity, and the need for the neighborhood’s best burger which makes mobile a precious channel for marketers. …


Imagine you picked up a magazine about running that never mentioned shoes or sports nutrition. Or a fashion publication void of beautiful photos spotlighting the latest pieces of haute couture. Or a home audio journal without gear. Publishers exist to create content and dialogue to serve a tribe. These tribes care about running, fashion, home audio, and any other topic of interest no matter how general or niche. …


Ben Horowitz, an entrepreneur and founding partner of famed Sand Hill Road venture capital firm Andreessen Horowitz wrote a book called “The Hard Thing About Hard Things.” In the opening pages, he cautions readers, saying that the book has no recipes for success. …

About

David Goligorsky

@IDEO Design Director, formerly @Stanford Product Designer, lecturer @Harvard and Aerospace Engineer.

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