On building the business of Subculture:

The lesson from the past five years is clear in that the moat isn’t distribution, it’s devotion. Companies should stop asking, “How do we get people to care about our content or product?” and start asking, “What kind of world do we want to help them build?” The future of media isn’t centralized around creators, it’s networked across subcultures. The business of media is now the business of shared values, fluid participation, and emergent coordination. The goal isn't just entertainment or utility, it's the desire to have movements outlive us.