Imagine that you sat down for a date, but instead of being genuine, your date told you everything they thought you wanted to hear.
That would be a bad, not to mention fake, date.
Nobody wants a fake experience.
And yet, that’s what we get online.
We have an internet that keeps track of us, search consoles that try to predict what we want to see and hear, and commercialized products that have been over-optimized for ads, SEO, and psychological biases.
You type something into a search bar, and it’s easier to get an article with 50 SEO-optimized keywords smashed into it, rather than an actual answer.
Google search is dying
Like a relationship that’s built off of fake premises, Google’s commitment that they’re going to find and serve the perfect results is proving to be erroneous.
In fact, Reddit is rising in popularity as a search engine because people want authenticity.
Instead of a streamlined verdict or definitions, they want a network of opinions and facts. They want to make their own decisions, informed by communities that feel real and genuine.
What does this mean for the future of marketing?
It means that the pendulum is swinging away from cold, algorithm-optimized approaches, and towards human-to-human, trust-based marketing.
With this swing towards trust, partnerships and ecosystems will be a critical impetus for scaling.
This is a deeply fascinating article with pretty stunning implications.
Quote of the Day:
"Trust starts with truth and ends with truth."
– Santosh Kalwar
Share the goods
Instead of keeping the PhD to yourself, share it. Value shared = trust built.
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