Naval Ravikant0:00
I was touring a construction site the other day, there was a house that was being built. And as I'm going through it, the workers are working on different parts of the house. You look at a house and it's so complicated to build. It is unbelievably complicated and it's a lot of work, like heavy lifting. And it just kind of blew my mind that these people basically got paid less than someone who's sipping coffee and writing code a couple hours a day. But at the same time, you have to realize that what they're doing is permission leverage, right? It's a lot of labor involved. It's sort of well known how to do that, so the creative side of it is mostly gone, it's mostly just execution. And it's only a matter of time before they get replaced by machines and robots. Obviously some trades go sooner than others, and they don't really get replaced, they get augmented so they can build more houses. But someone who has permissionless leverage, like someone who knows how to code, or someone who's fastened their feet and goes to podcasting or Clubhousing or Twitter or whatever social media, just has infinite permissionless leverage compared to one of these people. And they get to exercise creativity. So even though what they're doing seems more fun and less effort, they're actually going to be rewarded much more in the marketplace.
I think what's interesting, more so in Clubhouse than how quickly you can accrue followers, is the depth of affinity you accrue them at. There's this notion of layers of multimedia. If I send a tweet, it's purely text, people kind of remember the tweet less so associated with who said it. But if I'm now on Clubhouse, I'm associating my voice and my personality inseparably from the content of my words. So the memory storage, when people remember this conversation right now, they can recall the conversation that I'm having right now much better in a year from now or half a year from now. So I think the depth of affinity you get when people feel like they know you goes a really long way on Clubhouse. It's more than just a fractional follower in terms of their recall.
The human brain is a holographic memory machine. It stores memories through different trigger points and can retrieve roughly the same memory through one of several different triggers. So if you're memorizing something, you want to do it in multiple ways. For example, if you memorize some complicated number, one way is to count it out on your fingers, then you write it down, you stare at the writing, then maybe you type it out and you share the typing, then maybe you say it out loud to yourself a bunch of times. That helps you build a memory around it. You can even build what's called a memory castle, which is this mental construct where you walk around your fake little castle and put the numbers or letters in different places, having a visual 3D representation. So the same way, if you are building a message, building media, or building a brand online, it's better if you approach it multimodally. If people get to see your short form writing on Twitter, read a blog post from you once in a while, hear a podcast, hear your Clubhouse, see you on YouTube, every single one of those things is going to reinforce your message in a slightly different way.
One of the weird things about being a so-called public intellectual — and I really don't want to be that thing, whatever that is — is that you can say the same thing over and over again, and if you say it just slightly differently, most people will be quite interested because it's helping them see it from different angles, helping them remember it. There's always a few people who will say, 'Oh, he's just repeating himself,' but those cynics and critics are everywhere. But I do think there's something to multimodal messaging if you really want to get a message out.
The multimodal messaging also introduces a much tighter empathy feedback loop. When people can, in real time, hear how you're reacting to their potential attack, it re-triggers that in-person idea — 'Oh wait, I'm actually being too aggressive, too confrontational.' I think when you close that loop, it also just increases empathy. It's a shortcut, this medium over text. It's a shortcut for building affinity, empathy, and recall. If you go one level higher, you have video, which I think is probably the pinnacle. Long form video — two hours listening to someone on Joe Rogan — I feel like I know this person much better than seeing Naval say purely via his tweets for two years.
Well, the highest form of that is just in person. The ultimate form of this is in person, right? The ideal way to build an audience is one by one in person, like Jesus did. I think all of technology, the path of technology is basically making it more and more permissionless. It's increasing permissionless leverage. It's just the idea that you should be able to do anything you want, whenever you want. If you're talking about building a house, you should be able to just move your hands and the house should appear out of thin air. That would be permissionless leverage. But you can't do that yet, and that's what it's all about — it's just getting easier. It's another way to predict the future. Why is Clubhouse a thing? Well, eventually humans want higher fidelity ways to communicate with each other at scale. We want to have that in-person conversation. At some point, it will be in VR, it'll feel like reality, or whatever sci-fi stuff. That's the eventual outcome, unless we blow ourselves up.
Sometimes it's good to look at an absurd endpoint of something as a thought exercise, just to understand what the point means. The absurd endpoint of leverage — and sorry if I'm repeating myself for those of you who hate it when I repeat myself — is omniscience and omnipotence. If you know everything, then you are also all powerful as a consequence. If you knew exactly what particle to push or what grain of sand to flick in which direction, and you knew the repercussions of that all the way down the line, you wouldn't need to do anything. You could just wave your hand and the particles would collide in the right way and the right things would happen. Complexity theory calls this the butterfly effect, but if you had knowledge over that... Now, that is impossible for any finite creature, so we don't have that level of omnipotence. But at some absurd level, knowledge is power, and pure knowledge is the ultimate form of leverage. All leverage basically tends towards knowledge. This is why I also believe that success in anything is just a byproduct of learning, and learning is just a byproduct of curiosity. Ultimately, if you are curious about something, you will be successful at it. The more curious you are, the more successful you will be. If your overwhelming desire is to figure out how to make money and how that works, then you'll make money. If your overwhelming desire is to figure out how or why people are happy and how to be happy, you'll be happy. But it's got to be your overwhelming thing. So learning, knowledge, literally is power, but the mechanism through which it achieves power is through leverage.