JRE #1855 – Chris Best

This podcast explores the journey of Chris Best, tech entrepreneur and co-founder of Substack, as he discusses the platform’s origins, growth, and its stance on free speech in a world increasingly dominated by censorship and algorithm-driven platforms. Provocative topics include the downfall of traditional media, the rise of social media outrage, the challenges of navigating controversial content, and the future of information dissemination in the age of AI. Underlying themes center on the importance of free speech and independent thought in a society grappling with the consequences of the internet revolution, the need for alternative platforms that prioritize quality over clickbait, and the potential for a new era of direct connection between creators and consumers.

1. Substack’s Genesis: A Response to the Broken Media Landscape

• Chris Best, an avid reader and software engineer, was disillusioned by the state of the media industry, particularly the rise of social media platforms that prioritized outrage and sensationalism over quality journalism.
• He envisioned Substack as a platform that empowers writers to go independent, connect directly with their readers, and build a sustainable career based on their work’s value, rather than clicks and outrage.
• Substack’s simple model – writers own their content, mailing lists, and receive payments directly from readers – initially seemed too straightforward to work, but its focus on direct connection resonated with writers seeking autonomy and a more meaningful relationship with their audiences.
• The platform’s launch coincided with a growing wave of censorship and “tissue rejection” of journalists from mainstream media outlets, creating a perfect storm for Substack to flourish as a haven for independent voices.

2. Free Speech vs. Censorship: Substack’s Commitment to Open Dialogue

• Substack adopted a firm stance on free speech, allowing writers to publish their content without interference, even if it contains opinions or information that may be controversial or unpopular. This commitment drew criticism from those who believe in limiting certain types of speech.
• Chris Best argues that censorship, even with good intentions, can be more harmful than allowing open dialogue, as it can stifle important conversations and create a false sense of consensus.
• Substack’s terms of service focus on core principles like prohibiting spam and advocating literal violence, leaving a wide space for diverse perspectives to be aired, even those the platform itself may disagree with.
• The platform’s success, with tens of thousands of writers and millions of subscribers, demonstrates that there is a market for a platform that prioritizes free speech and allows for the natural sorting out of ideas through open dialogue.

3. The Rise of Social Media Outrage: A Breeding Ground for Toxicity

• Chris Best argues that social media platforms, particularly Twitter, have created an incentive landscape that rewards outrage, making it the most effective way to gain attention and engagement.
• The resulting “recreational outrage,” fueled by constant exposure to inflammatory content, can be highly addictive, leading to a distorted perception of reality and a decline in mental well-being.
• Social media platforms can amplify the voices of a small number of angry individuals, creating a false sense of consensus and silencing those who dissent from the dominant narrative.
• This dynamic contributes to a decline in critical thinking and a rise in “mob mentality,” making it difficult for journalists and thinkers to express uncomfortable truths without fear of social repercussions.

4. Substack’s Alternative Algorithm: Promoting Trust and Value over Clickbait

• Substack’s recommendations algorithm prioritizes trust and value over engagement metrics, allowing writers to suggest other writers they believe in, rather than relying on a centralized algorithm that may prioritize sensationalism.
• This approach aligns with Substack’s commitment to fostering a community of readers and writers who value quality content over fleeting attention grabs. It also creates a more personalized experience for readers, who are guided by writers they already trust.
• Substack recognizes that a focus on direct connection and community building is crucial for its success, as it creates a more meaningful relationship between writers and readers, building trust and loyalty.
• This contrasts with the algorithmic approaches of traditional social media platforms, which often prioritize engagement at the expense of user well-being and the spread of misinformation.

5. The Business Model of Substack: Aligning Incentives for Good

• Substack’s business model is based on a partnership between writers and readers, with the platform taking a percentage of subscriptions only after a writer begins charging for their content.
• This alignment of incentives ensures that Substack benefits when writers are successful, incentivizing the platform to build tools that support writers and readers.
• The fact that writers can leave Substack at any time and take their content and mailing lists with them creates pressure for the platform to constantly improve its offerings and ensure that writers feel valued and supported.
• This approach contrasts with traditional media and social media models, which often prioritize maximizing profits through advertising, even at the expense of content quality and user well-being.

6. The Power of Direct Connection: Substack’s Alternative to the Attention Economy

• Substack’s reliance on email and direct communication between writers and readers creates a more personal and intimate relationship between creators and consumers.
• This contrasts with the impersonal and often manipulative nature of traditional social media platforms, where algorithms control user experience and engagement.
• By fostering direct connection, Substack encourages deeper engagement with content and allows for a more authentic and meaningful exchange of ideas.
• This direct connection also makes it more difficult for writers to be influenced by fleeting trends or pressure to conform to mainstream narratives.

7. The Future of Information: Substack’s Potential to Shape a New Era

• Chris Best believes that Substack is creating a true alternative to the attention economy, a space where quality content and meaningful connections can flourish.
• The platform’s focus on direct connection, free speech, and a subscription-based model aligns with a growing desire for a more personalized and authentic online experience.
• As Substack continues to expand, adding podcasting and video capabilities, it has the potential to become a major force in shaping a new era of information dissemination, one that prioritizes quality content, independent thought, and a more meaningful connection between creators and consumers.
• The success of Substack, alongside the rise of independent podcasts and alternative media platforms, suggests a growing desire for a more nuanced and independent approach to information consumption, and a rejection of the manipulative and often toxic aspects of traditional social media platforms.

8. The Potential Dangers of Audience Capture: Navigating the Allure of Validation

• Chris Best acknowledges the potential for audience capture, where writers may be tempted to cater to the desires of their audience, even if it means sacrificing their own integrity and authenticity.
• He recognizes that the allure of validation, love, and acceptance can be powerful motivators, but warns against allowing those desires to shape one’s work and erode personal values.
• Substack’s platform, while empowering, requires self-awareness and discipline to resist the temptations of audience capture and ensure that writers remain true to their convictions and artistic vision.
• The dangers of audience capture are not unique to Substack, but are present on any platform where creators seek validation and success. Substack’s model, however, provides a unique opportunity to balance audience engagement with artistic integrity.

9. The Role of Technology in Shaping the Future: Navigating the Unpredictable

• Chris Best believes that the development of mind-reading technology, a concept that seems futuristic today, may become a reality within the next 30 years. This technology would have profound implications for communication, privacy, and our understanding of human thought.
• He acknowledges both the potential benefits of such technology, such as eliminating deception and fostering more authentic communication, and the potential risks, such as a loss of privacy and a shift in the nature of human interaction.
• The rapid pace of technological advancement underscores the importance of careful consideration of its implications and the need for ethical frameworks to guide its development and use.
• The podcast concludes with a reflection on the ever-evolving relationship between technology and humanity, acknowledging that while the future is uncertain, our capacity for innovation and adaptation will shape the course of our evolution.

5 Memorable Quotes:

• “The more interesting question is, if all of this is true, what could you do about it? And that’s what turned into Substack.”
• “We’re making something that is aimed at the heart of the culture war. We’re making something that we think can make some small positive difference in the forces that are tearing things apart and breaking things down.”
• “It’s not even the whole problem, I don’t think. I think it’s one of the things that’s gone wrong, and the other one is just like the way that we spend our attention at all. And the way that we can value quality versus just time and entertainment has been eroded. Because of the platforms that have taken over.”
• “It’s sort of like how are we how can we do the thing that brings the power of the network, the power that all of these social media platforms have harnessed, but do it in a way that puts the people in charge, puts the writers and the readers in charge.”
• “The magic is not. I’m going to be immune to the influence of everything that I read and see. The magic is, at some point, I control. Where I spend my time and attention. I control whether I’m gonna go for a walk or whether I’m gonna who I’m gonna listen to and spend my time with.”