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" It's not easy being number two. As a marketer, you have limited choices - you can pretend you're not defined by the market leader, or, you can embrace your position and go directly after your nemesis. "

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" When it broke out in the mid 1990s, the web was society's first at-scale digital artifact. It spread in orders of ten, first thousands, then millions, then hundreds of millions of pages - and on it went, to the billions it now encompasses. "

John Battelle

Society

Web

First

" As the border between physical and digital gets more permeable, a new kind of literacy emerges. And that literacy is built on a foundation of code - whether it's the codes of letters and words, or the code of bits and algorithms. "

" Way back in 2008, when the iPhone was new and Instagram was a gleam in Kevin Systrom's eye, I was involved in creating a service called CrowdFire. It was a way for fans at a festival (the first was Outside Lands) to share photos, tweets, and texts in a location and event specific way. "

" The open web is full of spam, shady operators, and blatant falsehoods. Outside of a relatively small percentage of high quality sites, most of the web is chock full of popup ads and other interruptive come-ons. It's nearly impossible to find signal in that noise, and the web is in danger of being overrun by all that crap. "

" We speak of 'software eating the world,' 'the Internet of Things,' and we massify 'data' by declaring it 'Big.' But these concepts remain for the most part abstract. It's hard for many of us to grasp the impact of digital technology on the 'real world' of things like rocks, homes, cars, and trees. We lack a metaphor that hits home. "

" Drones ply the liminal space between the physical and the digital - pilots fly them, but aren't in them. They are versatile and fascinating objects - the things they can do range from the mundane (aerial photography) to the spectacular - killing people, for example. "

" As you grow older, you learn a few things. One of them is to actually take the time you've allotted for vacation. "

" The largest issue with search is that we learned about it when the web was young, when the universe was 'complete' - the entire web was searchable! Now our digital lives are utterly fractured - in apps, in walled gardens like Facebook, across clunky interfaces like those in automobiles or Comcast cable boxes. "

John Battelle

Now

Young

" I've been a Mac guy for almost my entire adult life. I wrote my first college papers on a typewriter, but by the end of my freshman year - almost 20 years ago - I was on an IBM PC. Then, in 1984, I found the Mac, and I never looked back. "

" In the past, Google has used teams of humans to 'read' its street address images - in essence, to render images into actionable data. But using neural network technology, the company has trained computers to extract that data automatically - and with a level of accuracy that meets or beats human operators. "

" The only thing Google has failed to do, so far, is fail. "

" The smart phone isn't a perfect device, as we all know. It forces the world into a tiny screen. It runs out of battery, bandwidth, and power. It distracts us from the world around us. "

" Building out a professional profile on LinkedIn certainly makes sense, and bolstering that CV with intelligent pieces of writing is also a great idea. But if you're going to take the time to create content, you should also take the time to create a home for that content that is yours and yours alone. "

" Prior to email, our private correspondence was secured by a government institution called the postal service. Today, we trust AOL, Microsoft, Yahoo, Facebook, or Gmail with our private utterances. "

John Battelle

Trust

Today

" We all know the future is mobile, right? And the iPhone and iPad are Perfect Expressions of Beauty, Ideal Combinations of Form and Function. Except they're Not. "

" I found the iPad to be too large and heavy to use comfortably in casual situations (like reading in bed, for example), and too limited to use as a replacement for my laptop. By comparison, the Nexus 7 is just the right size for use anywhere - it's very similar in size to my daughter's Kindle Fire, but lighter. "

" Google is a global Rorschach test. We see in it what we want to see. Google has built an infrastructure that makes a lot of dreams closer to reality. "

" I think ad networks is an ongoing story. Federated was a chapter in that story, and it continues to write a new one. "

John Battelle

Think

Write

" When you bring the scale and precision of data-driven platforms to the brilliance of great media executions, magic will happen. Delivering on that vision for the Independent Web is the mission of Federated Media Publishing. "

" I find web browsing, checking multiple email accounts, and Google mapping rather tiresome on an iPhone - the iPhone's native interface, for all its supposed perfection, has all kinds of wrong baked in - and the screen is just far too small. "

" 'The Victorian Internet' is a must read for anyone interested in the history of technology and in the cycles of hype, boom, and bust that seem to only quicken with each new wave of innovation. Highly recommended. "

" WordPress makes it drop-dead easy to start a site. Take my advice and go do it. "

" Search is now more than a web destination and a few words plugged into a box. Search is a mode, a method of interaction with the physical and virtual worlds. What is Siri but search? What are apps like Yelp or Foursquare, but structured search machines? Search has become embedded into everything and has reached well beyond its web-based roots. "

John Battelle

Now

Words

" I started my career as a liberal arts major from Berkeley, wrote about enterprise IT for a few years, then followed my passion for the digital narrative into graduate school as well (also at Berkeley, the Oxford of the West or, perhaps, the Harvard - sorry Stanford!). My first project out of grad school was 'Wired' magazine. "