Postmodernity: Where has Meaning & Purpose Gone? Making Uncommon Knowledge Common: Connecting the Dots

Postmodernity: Where has Meaning & Purpose Gone? Making Uncommon Knowledge Common: Connecting the Dots

In today's postmodern society, we find ourselves grappling with a sense of loss when it comes to meaning and purpose. This loss can be attributed to a cultural collapse, which has led to what some describe as an "inward homelessness." We feel lost within ourselves, lacking a clear sense of identity and purpose. This crisis of identity stems from our rejection of culture, as culture has historically provided us with a certain amount of meaning and purpose.

A great society is one that passes down its culture from one generation to the next. By doing so, it upholds the foundational principles and experiences that make the society what it is. However, when a generation fails to esteem its own heritage and neglects to pass on this cultural torch, it essentially declares that these principles and experiences are no longer valid. As a result, our sense of identity diminishes.

Our rejection of religious stories, from creation to King David to the Christ, has played a significant role in this cultural collapse. These stories were not only a part of our culture but also provided us with a sense of meaning and purpose. By discarding them, we have lost a crucial aspect of our identity.

On the other hand, we can look at the concept of making uncommon knowledge common to gain some insights into regaining meaning and purpose. When we create public common knowledge, we activate the network effect. This means that as more people access and contribute to this knowledge, its value grows exponentially. It becomes a shared resource that benefits everyone involved.

Rich Barton, the founder of companies like Expedia, Zillow, and Glassdoor, is a prime example of someone who has successfully leveraged the power of making uncommon knowledge common. His core strategy involves building Data Content Loops to disintermediate incumbents and dominate search. By using this traction to own demand in their respective industries, Barton's companies have disrupted established players and given power back to consumers.

A key aspect of Barton's approach is creating common knowledge and transparency. Instead of hoarding information, his companies provide consumers with more data transparency. This shift in power from incumbents to consumers has been revolutionary. It allows individuals to make more informed decisions and reduces the unfair advantages that some incumbents may have gained through their control of information.

Furthermore, there are virtuous loops within common knowledge. As more people use and trust platforms like Glassdoor, the more companies are compelled to take it seriously. This, in turn, encourages more users to contribute their reviews anonymously, creating a cycle of trust and transparency.

Barton's companies have primarily relied on search as their acquisition channel. This is because dominating search brings significant demand at a low cost. By owning the top spot in search results and acquiring more sites, his companies have been able to drive substantial traffic and build their user base without relying heavily on paid acquisition.

The ultimate goal of Barton's "Data Content Loops + SEO" strategy is to own the demand side of an industry. This creates its own compounding loop, as becoming a trusted brand builds network effects. As the reputation of these companies grows, people's trust in them increases, making them the go-to destination within their respective industries.

Envy also plays a role in fueling the success of Barton's companies. For example, Zillow's Zestimate feature, which estimates the value of a house, became public common knowledge. This gave power to the people and provided leverage against brokers. When tens of millions of people are using Zillow and it tells them their house is worth a certain amount, brokers are forced to take it seriously, even if they may disagree.

While some of Barton's ideas, such as owning demand, have become more widely recognized, his use of data content loops to catalyze demand is still underappreciated. This strategy allows his companies to bootstrap their demand, create unique content, and dominate search, ultimately establishing themselves as industry leaders.

In conclusion, our search for meaning and purpose in a postmodern world can be seen as a response to an inward homelessness caused by the rejection of culture. By recognizing the importance of passing down culture and embracing the power of making uncommon knowledge common, we can start to regain a sense of identity and purpose. Here are three actionable advice:

1. Embrace and preserve your cultural heritage. Learn about your roots and pass down traditions to future generations. Cultural knowledge can provide meaning and purpose.

2. Foster transparency and common knowledge. Share information openly and promote data transparency. By empowering individuals with knowledge, we can level the playing field and create a more equitable society.

3. Embrace the power of search and SEO. Whether you're an individual or a company, dominating search can bring significant demand at a low cost. Invest in SEO strategies to increase your visibility and establish yourself as a trusted brand.

By incorporating these practices into our lives and society, we can navigate the challenges of postmodernity and find renewed meaning and purpose.