The World Just
FOR YOU.
DIGESTION
Technology has one bias: it removes friction.
It compresses: Time, Distance, Actions, Interfaces, and Ability.
Letters became email.
Media became streaming.
Cabs became Ubers.
Newspapers became feeds.
Editors-in-chief became algorithms.
Dance halls became swiping.
Articles became Blogs.
Blogs became tweets.
Videos became reels.
And thinking became generating.
Marc Andreessen called this ‘’software is eating the world’’.
And digestion is, of course, a form of compression.
FEED
Once, you waited for the Sunday newspaper.
With TV, news was delivered every 24 hrs, and then several times a day.
The internet made it continuous.
Successful compression always moves the moment of value closer to intent.
That's why today you can read breaking news notifications without even unlocking your phone.
Everyone would read the same front page of the newspaper
Same headlines. Same order. Same editor.
Today, we just open our feeds whenever we feel like it.
And every minute we stare into the black mirror, we vote with our attention.
The algorithm learns. The front page rearranges.
And your feed becomes a mirror of you. A reflection of your unique dopamine triggers.
That’s compression.
The editor dissolves.
The feed is yours.
//2
print(f"Hey, {first_name}!")
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THE PSYCHOLOGY OF "YOU"
Personalisation works because of something older than software.
In How to Win Friends and Influence People, Dale Carnegie wrote:
“A person’s name is to that person the sweetest and most important sound in any language.”
Simple. Profound. Still true today.
The brain lights up when something references: Our name, our memories, our environment, our identity.
Personal algorithms are the digital equivalent of someone using your name.
Seth Godin distilled this idea even further when he said, “People like us do things like this.”
We want to belong to groups that reflect who we are or who we want to be.
We imitate others’ behaviours to signal membership, and we avoid behaviours that feel alien to our self-narrative.
Our identity drives all of our behaviour.
If your feed always confirms people like you do things like this, you will become them.
But too much of one story can polarise us, too.
That’s self-relevance bias in action. We are attracted to things that reflect our identity. But the bubble it creates stunts our personal growth.
In the world of hyper-personalisation:
The tribe compresses.
From “people like us”
to “someone like you”
to simply:
You.
This is the compression at work. From tribe → to niche → to you.
In 2010, Arcade Fire released an interactive music video for ‘We Used to Wait’ that used your childhood street address as its backdrop.
Nothing about the song changed. But when your street appeared on screen,
it hit differently.
Because the most powerful variable in any system
is the self.
VIBES
We're entering the era of hyper-personalisation,
and it's moving through three stages:
1. Personalised Content
2. Personalised Products
3. Personalised Software
The smaller the content is compressed,
the easier it becomes to make,
and the pool of creators expands.
So you consumed more.
Algorithms trained more.
Content became personalised.
But compression didn't stop at content.
We got personalised products; Healthcare mapped to your fitness, 3D printed orthotics, Wearable monitors to tailor your diet, and customised alien friends.
And compression didn't stop at products too.
It compresses business models and tools.
We used to buy software once and install it.
Then we rented it per user, never owning it.
Now we will pay only for what we consume,
nothing more.
This is because old software was heavy and would take years to create.
New software is light and fast to make.
There is a new kind of coding where we orchestrate software with ‘’vibes’’.
Making instant apps. Personal AI tools. And Weekend throwaway projects - Andrej Karpathy
This is Fast Software.
Fast to start.
Fast to discard.
Fast to replace.
With ‘single-serving’ apps behave like “Single-serving friends”
Created on demand.
Worn once.
Replaced tomorrow.
In the hyper-personalised world;
You will receive news your eyes have trained.
Products shaped by your patterns.
Healthcare tailored to your data.
Businesses built around your consumption.
Fast. Disposable. Personal.
But beneath that disposability, something else is forming.
When companies
hire you,
they will hire
the team of agents
that come
with you.
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We began with the Sunday newspaper.
We arrive at a personalised operating system.
From editors to algorithms.
From menus to prompts.
From products to moments of value.
Compression leads to customisation.
Customisation leads to identity alignment.
And identity alignment leads to a world that feels… tailored.
Not because reality changed. But because our experience of it will.
When every tool adapts to you.
When every feed reflects you.
When every assistant learns you.
You don’t just use technology.
You inhabit it.
And eventually, quietly, almost invisibly —
You will experience the world just for you.
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