Legacy media is at great risk of losing against tech culture. This is because incumbents miss a key driver: an obsession with their own mortality. Such missing paranoia gene negatively impacts every aspect of their business.
At the last Code conference (the tech gathering hosted by Walter Mossberg and Kara Swisher), Google co-founder Sergey Brin made a surprising statement (at least to me): Asked by Swisher how Google sees itself, Brin responded in his usual terse manner: “There is the external and the internal view. For the outside, we are Goliath and the rest are Davids. From the inside, we are the Davids”. From someone who co-founded a $378bn market cap company that commands more than 80% of the global internet search, this is indeed an unexpected acknowledgement.
This deep-rooted sense of fragility is a potent engine of modern tech culture. It spurs companies to grow as fast as they can by raising lots of capital in the shortest possible time. It also drives them to capture market share by all means necessary (including the worst ones), and to develop a culture of excellence by hiring the best people at any cost while trimming the workforce as needed while obsessively maintaining a culture of agility to quickly learn form mistakes and to adapt to market conditions. Lastly, the ever-present sense of mortality drives rising tech companies to quickly erect barriers-to-entry and to generate network effects needed to keep incumbents at bay.
Such behaviors leave the analog world completely flummoxed. Historical players had experienced nothing but a cosy competitive gentlemen-like environment, with a well-defined map of players. This left incumbents without the genes, the culture required to fight digital barbarians.
Source: Monday Note. I appreciated Filloux’s insights, especially the above-quoted points on fragility. Some media leaders are applying tech principles and thriving. The Atlantic is my favorite example. Too soon to assess what will become of Vox Media.