Chamath Palihapitiya16:50
So the context of that is that there's a guy that worked for me who's still at Facebook. He's now the CMO. He's an incredible, incredible guy. At the time, was a young man that we recruited from eBay. His name is Alex Schultz, and Alex had learned that framework from his boss, and he taught it to me. And I was like, 'This works for us,' so we went with it. But if you had to break it down, what the whole concept of it was is like you have to have a problem statement about what it is that you're trying to solve. And in that case, the equivalent of that was just, okay, getting people in the door. That was the problem. So acquisition. Activation was more of a process of like, how do you get them engaged? This is like, how fast can you make your first friend on Facebook? Exactly. Then there was engagement, which is like show them actual product value. And then virality, which was get them to tell it to others. If you're asking me how that translates into writing, yeah, it's actually the exact same process in many ways. Which is, you know, acquisition when you're writing is, and I do this a lot actually on Twitter now because Twitter is a way for me to write long threads and stay sharp. You know, one of the things I realize is that if you only write a letter once every, call it, year, you're going to get rusty. And on the other end of the spectrum, I was only writing, you know, these dumb small little things. So then when Elon extended the product so that you could really write long-form, I really like that. So acquisition is what's your hook, get them in. And so, you know, you have to say something that cuts through all of the noise of what people are reading on a daily basis. Then activation is really the TL;DR. You have to give them the, okay, this is why it matters and why you need to pay attention. Then the engagement part tends to be about the explanation. Right, now a lot of people confuse subjectivity and objectivity. So when you explain something, I think it's very important to be able to separate what is fact and what is interpretation. And I think where a lot of content gets misguided is they don't make it clear enough. And so your writing becomes this, you feel it, it's very hard to describe as a reader, but you're like, 'This doesn't sound credible.' And part of that can just be adding statements like, 'And so, you know, as a result, it leads me to the conclusion that...' You start to create these demarcations where, clear, here's where objectivity has ended, and now here's where subjectivity begins. And as a reader, oftentimes I appreciate that better because I'll throw most of that away. You know, Michael Milken, I think, went through papers and he used to have one highlighter for what was the objective and one highlighter for what was the subjective, just so that he could see the structure. Because the wrong interpretation of what we're saying is everything should be objective. What you're saying here is that the demarcation between objective, this is factual reality, and subjective, this is now my interpretation of such reality, those just need to be different. And when that's well done, it inspires trust. Writers are not taught how to demarcate this properly, and so instead it becomes this convoluted soup where the reader has to figure out where did the fact end and where did the interpretation begin. And I think that makes for terrible prose.