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Identity as Infrastructure.
Identity is no longer a feature of advertising, it’s infrastructure. Roads enable commerce and electricity powers cities, identity makes modern marketing actually work.
“courage always runs at a shortage”
The world becomes a lot easier to navigate once you realize that intelligence is in incredibly high supply, but courage always runs at a shortage
This has always been true for many centuries, but now even more in the age of AI. Everyone will have access to super intelligence at the tip of their fingers
But very few will actually use it to generate wealth and build unique things. The simple reason is because not enough people have the courage to do the work in order to get there
Being smart is incredibly overrated. Willing to take risk is incredibly underrated
Advertising has been on a journey to perfection forever and we’re not even close.
Why? A dynamic market.
History might not repeat itself but it sure does rhyme.
Compounding, perpetually, in the right direction is impossible. Everything has a half-life. Act accordingly.
This feels like a massive unlock
This 👇👇👇👇👇👇👇👇👇
Warren Buffett: “A batting average that does not include the cost of capital is a phony batting average.”
“We believe in managers knowing that money costs money. Generally, my experience in business is that most managers, when using their own money, understand that money costs money…but sometimes managers, when using other people's money, start thinking of it like free money. And that's a habit we don't want to encourage around Berkshire.”
👀👀👀
So @jack wants ~6,000 employees reporting directly to him in the new version of the company.
Layers between CEO and any employee in the company: ~5 today → 2-3 this year → basically zero
This meme is my favorite corner of the internet.
Of course that's your contention. You're a first-time SaaS bear. You just got finished listening to some podcast, Dario on Dwarkesh, probably. Now you think it’s the end of white collar work and seat-based pricing is screwed. You're gonna be convinced of that til tomorrow when you get to “Something Big is Happening”. Then you’ll install ClawdBot on a Mac Mini, vibe code a dashboard on top of a postgres database and say we’re all just a couple ralph loops away from building a Salesforce competitor. That’s gonna last until next week when you discover context graphs, and then you're gonna be talking about how the systems of record will be disintermediated by an agentic layer and reposting OAI marketing graphics.
“Well, as a matter of fact, I won't, because ultimately the application layer is just ….”
The application layer is just business logic on top a CRUD database. You got that from Satya’s appearance on the BG2 pod, December 2024, right? Yeah, I saw that too. Were you gonna plagiarize the whole thing for us? Do you have any thoughts of your own on this matter? Or...is that your thing? You get into the replies of anyone posting a SaaS ticker. You watch some podcast and then pawn it off as your own idea just to impress some VCs and embarrass some anon who’s long SaaS? See the sad thing about a guy like you is in a couple years you're gonna start doing some thinking on your own and you're gonna come up with the fact that there are two certainties in life. One: don't do that. And two: you dropped thirty grand on Mac Minis and LLM API calls to come to the same conclusion you could’ve got for free by following a handful of VC accounts.
It allows you to connect exposure to outcome, media to sales, and brand to customer. Most importantly, it creates a single source of truth that every partner, publisher, platform and brand, can build on together. When identity works, everything gets simpler and more effective.



















