Humans are complex creatures, capable of brilliance and stupidity in equal measure. It's a paradox that has fascinated psychologists, philosophers, and scientists for centuries. Why do smart people sometimes do stupid things? What drives us to make choices that are against our own self-interest or that have negative consequences?

Humans are complex creatures, capable of brilliance and stupidity in equal measure. It's a paradox that has fascinated psychologists, philosophers, and scientists for centuries. Why do smart people sometimes do stupid things? What drives us to make choices that are against our own self-interest or that have negative consequences?

One possible explanation lies in the self-destructive nature of humans. We are wired to seek comfort and avoid discomfort. It's a survival instinct that has served us well throughout our evolutionary history. But in today's modern world, this instinct can lead us astray.

Take the example of scheduling discomfort. Tim Ferris, renowned author and podcast host, suggests that deliberately seeking out uncomfortable situations can help us build resilience and make better decisions in the long run. By exposing ourselves to controlled discomfort, we become more familiar with the feeling and less likely to be derailed by it when it arises unexpectedly.

This concept can be applied to the realm of decision-making as well. When faced with a difficult choice, our instinct is often to avoid it or to choose the path of least resistance. But by intentionally practicing discomfort in our decision-making process, we can train ourselves to make more thoughtful and rational choices.

So how does this relate to the next phase of social media? The answer lies in the power of audio. The rise of audio apps, such as podcasts and Clubhouse, offers a unique opportunity for deeper and more intellectually stimulating content. Unlike traditional visual formats, audio allows us to focus on ideas rather than visuals. It creates a more personal and immersive experience, making it inherently social.

But what does this have to do with the self-destructive nature of humans? Well, audio apps provide a platform for innovation in social audio experiences. They combine the intimacy of a phone call with the public nature of a live podcast, creating a new and exciting form of content consumption.

This shift in content format opens up possibilities for the evolution of the business model. In an ad-driven world, creators often under-monetize their audiences. However, the success of platforms like Patreon has shown that fans are willing to pay more for exclusive content. This paves the way for native social audio monetization, where creators can directly monetize their content and build sustainable businesses.

The growing ubiquity of audio also plays a crucial role in the next phase of social. With the rise of smart speakers and voice assistants, audio is becoming an integral part of our daily lives. It's no longer limited to podcasts and music; it's seamlessly integrated into our homes, cars, and even our wearable devices. This ubiquity creates new opportunities for innovation and further blurs the lines between different forms of media.

In conclusion, the next phase of social media is closely tied to the self-destructive nature of humans. By embracing discomfort and seeking out new experiences, we can unlock the full potential of audio apps and create innovative social audio experiences. To make the most of this opportunity, here are three actionable pieces of advice:

• 1. Embrace discomfort: Deliberately seek out uncomfortable situations and practice making decisions in those moments. This will build resilience and improve your decision-making skills.

• 2. Support creators: If you enjoy a creator's content, consider supporting them directly through platforms like Patreon. By paying for exclusive content, you not only help creators monetize their work, but you also encourage the growth of native social audio monetization.

• 3. Embrace audio ubiquity: Take advantage of the growing ubiquity of audio in your daily life. Explore new audio apps, invest in smart speakers or voice assistants, and integrate audio into your routines. This will help you stay ahead of the curve and fully experience the next phase of social.

In the modern era, history repeats itself. Just as previous waves of innovation have shaped our world, the next decade of audio innovation has the potential to be just as transformative. So, listen closely and embrace the power of audio in the next phase of social.