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When digital identity ceases to be a pain in the ass, we can thank Kim Cameron and his Seven Laws of Identity, which he wrote in 2004, formally published in early 2005, and gently explained and put to use until he died late last year. Today, seven of us will take turns explaining each of Kim’s laws at KuppingerCole‘s EIC conference in Berlin. We’ll only have a few minutes each, however, so I’d like to visit the subject in a bit more depth here.

To understand why these laws are so important and effective, it will help to know where Kim was coming from in the first place. It wasn’t just his work as the top architect for identity at Microsoft (to which he arrived when his company was acquired). Specifically, Kim was coming from two places. One was the physical world where we live and breathe, and identity is inherently personal. The other was the digital world where what we call identity is how we are known to databases. Kim believed the former should guide the latter, and that nothing like that had happened yet, but that we could and should work for it.

Kim’s The Laws of Identity paper alone is close to seven thousand words, and his IdentityBlog adds many thousands more. But his laws by themselves are short and sweet. Here they are, with additional commentary by me, in italics.

1. User Control and Consent

Technical identity systems must only reveal information identifying a user with the user’s consent.

Note that consent goes in the opposite direction from all the consent “agreements” websites and services want us to click on. This matches the way identity works in the natural world, where each of us not only chooses how we wish to be known, but usually with an understanding about how that information might be used.

2. Minimun Disclosure for a Constrained Use

The solution which discloses the least amount of identifying information and best limits its use is the most stable long term solution.

There is a reason we don’t walk down the street wearing name badges: because the world doesn’t need to know any more about us than we wish to disclose. Even when we pay with a credit card, the other party really doesn’t need (or want) to know the name on the card. It’s just not something they need to know.

3. Justifiable Parties

Digital identity systems must be designed so the disclosure of identifying information is limited to parties having a necessary and justifiable place in a given identity relationship.

If this law applied way back when Kim wrote it, we wouldn’t have the massive privacy losses that have become the norm, with unwanted tracking pretty much everywhere online—and increasingly offline as well. 

4. Directed Identity

A universal identity system must support both “omni-directional” identifiers for use by public entities and “unidirectional” identifiers for use by private entities, thus facilitating discovery while preventing unnecessary release of correlation handles.

All brands, meaning all names of public entities, are “omni-directional.” They are also what Kim calls “beacons” that have the opposite of something to hide about who they are. Individuals, however, are private first, and public only to the degrees they wish to be in different circumstances. Each of the first three laws are “unidirectional.”

5. Pluralism of Operators and Technologies

A universal identity system must channel and enable the inter-working of multiple identity technologies run by multiple identity providers.

This law expresses learnings from Microsoft’s failed experiment with Passport and a project called “Hailstorm.” The idea with both was for Microsoft to become the primary or sole online identity provider for everyone. Kim’s work at Microsoft was all about making the company one among many working in the same broad industry.

6. Human Integration

The universal identity metasystem must define the human user to be a component of the distributed system integrated through unambiguous human-machine communication mechanisms offering protection against identity attacks.

As Kim put it in his 2019 (and final) talk at EIC, we need to turn the Web “right side up,” meaning putting the individual at the top rather than the bottom, with each of us in charge of our lives online, in distributed homes of our own. That’s what will integrate all the systems we deal with. (Joe Andrieu first explained this in 2007, here.)

7. Consistent Experience Across Contexts

The unifying identity metasystem must guarantee its users a simple, consistent experience while enabling separation of contexts through multiple operators and technologies.

So identity isn’t just about corporate systems getting along with each other. It’s about giving each of us scale across all the entities we deal with. Because it’s our experience that will make identity work right, finally, online. 

I expect to add more as the conference goes on; but I want to get this much out there to start with.

By the way, the photo above is from the first and only meeting of the Identity Gang, at Esther Dyson’s PC Forum in 2005. The next meeting of the Gang was the first Internet Identity Workshop, aka IIW, later that year. We’ve had 34 more since then, all with hundreds of participants, all with great influence on the development of code, standards, and businesses in digital identity and adjacent fields. And all guided by Kim’s Laws.

 


The worldwide shipping crisis is bad. Here are some reasons:

  1. “Just in time” manufacturing, shipping, delivery, and logistics. For several decades, the whole supply system has been optimized for “lean” everything. On the whole, no part of it fully comprehends breakdowns outside the scope of immediate upstream or downstream dependencies.
  2. The pandemic, which has been depriving nearly every sector of labor, intelligence, leadership, data, and much else, since early last year.
  3. Catastrophes. The largest of these was the 2021 Suez Canal Obstruction, which has had countless effects upstream and down.
  4. Competing narratives. Humans can’t help reducing all complex situations to stories, all of which require protagonists, problems, and movement toward resolution. It’s how our minds are built, and why it’s hard to look more deeply and broadly at any issue and why it’s here. (For more on that, see Where Journalism Fails.)
  5. Corruption. This is endemic to every complex economy: construction, online advertising, high finance, whatever. It happens here too. (And, like incompetence, it tends to worsen in a crisis.)
  6. Bureacracies & non-harmonized regulations. More about this below*.
  7. Complicating secondary and tertiary effects. The most obvious of these is inflation. Says here, “the spot rate for a 40-foot shipping container from Shanghai to Los Angeles rising from about $3,500 last year to $12,500 as of the end of September.” I’ve since heard numbers as high as $50,000. And, of course, inflation also happens for other reasons, which further complicates things.

To wrap one’s head around all of those (and more), it might help to start with Aristotle’s four “causes” (which might also be translated as “explanations”). Wikipedia illustrates these with a wooden dining table:

  • Its material cause is wood.
  • Its efficient cause is carpentry.
  • Its final cause is dining.
  • Its formal cause (what gives it form) is design.

Of those, formal cause is what matters most. That’s because, without knowledge of what a table is, it wouldn’t get made.

But the worldwide supply chain (which is less a single chain than braided rivers spreading outward from many sources through countless deltas) is impossible to reduce to any one formal cause. Mining, manufacturing, harvesting, shipping on sea and land, distribution, wholesale and retail sales are all involved, and specialized in their own ways, dependencies withstanding.

I suggest, however, that the most formal of the supply chain problem’s causes is also what’s required to sort out and solve it: digital technology and the Internet. From What does the Internet make of us?, sourcing the McLuhans:

“People don’t want to know the cause of anything”, Marshall said (and Eric quotes, in Media and Formal Cause). “They do not want to know why radio caused Hitler and Gandhi alike. They do not want to know that print caused anything whatever. As users of these media, they wish merely to get inside…”

We are all inside a digital environment that is making each of us while also making our systems. This can’t be reversed. But it can be understood, at least to some degree. And that understanding can be applied.

How? Well, Marshall McLuhan—who died in 1980—saw in the rise of computing the retrieval of what he called “perfect memory—total and exact.” (Laws of Media, 1988.) So, wouldn’t it be nice if we could apply that power to the totality of the world’s supply chains, subsuming and transcending the scope and interests of any part, whether those parts be truckers, laws, standards, and the rest—and do it in real time? Global aviation has some of this, but it’s also a much simpler system than the braided rivers between global supply and global demand.

Is there something like that? I don’t yet know. Closest I’ve found is the UN’s IMO (International Maritime Organizaiton), and that only covers “the safety and security of shipping and the prevention of marine and atmospheric pollution by ships.” Not very encompassing, that. If any of ya’ll know more, fill us in.

[*Added 18 October] Just attended a talk by Oswald KuylerManaging Director of the International Chamber of Commerce‘s Digital Standards initiative, on an “Integrated Approach” by his and allied organizations that addresses “digital islands,” “no single view of available standards” both open and closed, “limited investments into training, change management and adoption,” “lack of enabling rules and regulations,” “outdated regulation,” “privacy law barriers,” “trade standard adoption gaps,” “costly technical integration,” “fragmentation” that “prevents paperless trade,” and other factors. Yet he also says the whole thing is “bent but not broken,” and that (says one slide) “trade and supply chain prove more resilient than imagined.”

Another relevant .org is the International Chamber of Shipping.

By the way, Heather Cox Richardson (whose newsletter I highly recommend) yesterday summarized what the Biden administration is trying to do about all this:

Biden also announced today a deal among a number of different players to try to relieve the supply chain slowdowns that have built up as people turned to online shopping during the pandemic. Those slowdowns threaten the delivery of packages for the holidays, and Biden has pulled together government officials, labor unions, and company ownership to solve the backup.

The Port of Los Angeles, which handles 40% of the container traffic coming into the U.S., has had container ships stuck offshore for weeks. In June, Biden put together a Supply Chain Disruption Task Force, which has hammered out a deal. The port is going to begin operating around the clock, seven days a week. The International Longshore and Warehouse Union has agreed to fill extra shifts. And major retailers, including Walmart, FedEx, UPS, Samsung, Home Depot, and Target, have agreed to move quickly to clear their goods out of the dock areas, speeding up operations to do it and committing to putting teams to work extra hours.

“The supply chain is essentially in the hands of the private sector,” a White House official told Donna Littlejohn of the Los Angeles Daily News, “so we need the private sector…to help solve these problems.” But Biden has brokered a deal among the different stakeholders to end what was becoming a crisis.

Hopefully helpful, but not sufficient.

Bonus link: a view of worldwide marine shipping. (Zoom in and out, and slide in any direction for a great way to spend some useful time.)

The photo is of Newark’s container port, viewed from an arriving flight at EWR, in 2009.

The Web is a haystack.

This isn’t what Tim Berners-Lee had in mind when he invented the Web. Nor is it what Jerry Yang and David Filo had in mind when they invented Jerry and David’s Guide to the World Wide Web, which later became Yahoo. Jerry and David’s model for the Web was a library, and Yahoo was to be the first catalog for it. This made sense, given the prevailing conceptual frames for the Web at the time: real estate and publishing.

Both of those are still with us today. We frame the Web as real estate when we speak of “sites” with “locations” in “domains” with “addresses” you can “visit” and “browse”—then shift to publishing when we speak of “files” and “pages,” that we “author,” “edit,” “post,” “publish,” “syndicate” and store in “folders” within a “directory.” Both frames suggest durability, if not permanence. Again, kind of like a library.

But once we added personal movement (“surf,” “browse”) and a vehicle for it (the browser), the Web became a World Wide Free-for-all. Literally. Anyone could publish, change and remove whatever they pleased, whenever they pleased. The same went for organizations of every kind, all over the world. And everyone with a browser could find their way to and through all of those spaces and places, and enjoy whatever “content” publishers chose to put there. Thus the Web grew into billions of sites, pages, images, databases, videos, and other stuff, with most of it changing constantly.

The result was a heaving heap of fuck-all.*

How big is it? According to WorldWebSize.comGoogle currently indexes about 41 billion pages, and Bing about 9 billion. They also peaked together at about 68 billion pages in late 2019. The Web is surely larger than that, but that’s the practical limit because search engines are the practical way to find pieces of straw in that thing. Will the haystack be less of one when approached by other search engines, such as the new ad-less (subscription-funded) Neeva? Nope. Search engines do not give the Web a card catalog. They certify its nature as a haystack.

So that’s one practical limit. There are others, but they’re hard to see when the level of optionality on the Web is almost indescribably vast. But we can see a few limits by asking some questions:

  1. Why do you always have to accept websites’ terms? And why do you have no record of your own of what you accepted, or when‚ or anything?
  2. Why do you have no way to proffer your own terms, to which websites can agree?
  3. Why did Do Not Track, which was never more than a polite request not to be tracked off a website, get no respect from 99.x% of the world’s websites? And how the hell did Do Not Track turn into the Tracking Preference Expression at the W2C, where the standard never did get fully baked?
  4. Why, after Do Not Track failed, did hundreds of millions—or perhaps billions—of people start blocking ads, tracking or both, on the Web, amounting to the biggest boycott in world history? And then why did the advertising world, including nearly all advertisers, their agents, and their dependents in publishing, treat this as a problem rather than a clear and gigantic message from the marketplace?
  5. Why are the choices presented to you by websites called your choices, when all those choices are provided by them? And why don’t you give them choices?
  6. Why would Apple’s way of making you private on your phone be to “Ask App Not to Track,” rather than “Tell App Not to Track,” or “Prevent App From Tracking You“?
  7. Why does the GDPR call people “data subjects” rather than people, or human beings, and then assign the roles “data controller” and “data processor” only to other parties? (Yes, it does say a “data controller” can be a “natural person,” but more as a technicality than as a call for the development of agency on behalf of that person.)
  8. Why are nearly all of the billion results in a search for GDPR+compliance about how companies can obey the letter of that law while violating its spirit by continuing to track people through the giant loophole you see in every cookie notice?
  9. Why does the CCPA give you the right to ask to have back personal data others have gathered about you on the Web, rather than forbid its collection in the first place? (Imagine a law that assumes that all farmers’ horses are gone from their barns, but gives those farmers a right to demand horses back from those who took them. It’s kinda like that.)
  10. Why, 22 years after The Cluetrain Manifesto said, we are not seats or eyeballs or end users or consumers. we are human beings and our reach exceeds your grasp. deal with it. —is that statement (one I helped write!) still not true?
  11. Why, 9 years after Harvard Business Review Press published The Intention Economy: When Customers Take Charge, has that not happened? (Really, what are you in charge of in the marketplace that isn’t inside companies’ silos and platforms?)
  12. And, to sum up all the above, why does “free market” on the Web mean your choice of captor?

It’s easy to blame the cookie, which Lou Montulli invented in 1994 as a way for sites to remember their visitors by planting reminder files—cookies—in visitors’ browsers. Cookies also gave visitors a way to remember where they were when they last visited. For sites that require logins, cookies take care of that as well.

What matters, however, is not the cookie. What matters is why the cookie was necessary in the first place: the Web’s architecture. It’s called client-server, and is represented graphically like this:

client-server model

This architecture was born in the era of centralized mainframes, which “users” accessed through client devices called “dumb terminals”:

On the Web, as it was in the old mainframe world, we clients—mere users—are as subordinate to servers as are calves to cows:

(In fact I’ve been told that client-server was originally a euphemism for “slave-master.” Whether true or not, it makes sense.)

In the client-server paradigm, our agency—our ability to act with effect in the world—is restricted to what servers allow or provide for us. Our choices are what they provide. We are independent only to the degree that we can also be clients to other servers. In this paradigm, a free market is “your choice of captor.”

Want privacy? You have to ask for it. And, if you go to the trouble of doing that—which you have to do separately with every site and service you encounter (each a mainframe of its own)—your client doesn’t keep a record of what you “agreed” to. The server does. Good luck finding whatever it is the server or its third parties remember about that agreement.

Want to control how your data (or data about you) gets processed by the servers of the world? Good luck with that too. Again, Europe’s GDPR says “natural persons” are just “data subjects,” while “data controllers” and “data processors” are roles reserved for servers.

Want a shopping cart of your own to take from site to site? My wife asked for that in 1995. It’s still barely thinkable in 2021. Want a dashboard for your life where you can gather all your expenses, investments, property records, health information, calendars, contacts, and other personal information? She asked for that too, and we still don’t have it, except to the degree that large server operators (e.g. Google, Apple, Microsoft) give us pieces of it, hosted in their clouds, and rigged to keep you captive to their systems.

That’s why we don’t yet have an Internet of Things (IoT), but rather an Apple of Things, a Google of Things, and an Amazon of Things.

Is it possible to do stuff on the Web that isn’t client-server? Perhaps some techies among us can provide examples, but practically speaking, here’s what matters: If it’s not thinkable by the owners of the servers we depend on, it doesn’t get made.

From our position at the bottom of the Web’s haystack, it’s hard to imagine there might be a world where it’s possible for us to have full agency: to not be just users of clients enslaved to as many servers as we deal with every day.

But that world exists. It’s called the Internet, And it can support a helluva lot more than the Web—with many ways to interact other than those possible in through client-server alone.

Digital technology as we know it has only been around for a few decades, and the Internet for maybe half that time. Mobile computers that run apps and presume connectivity everywhere have only been with us for a decade or less. And all of those will be with us for many decades, centuries, or millennia to come. We are not going to stop living digital lives, any more than we are going to stop speaking, writing, or using mathematics. Digital technology and the Internet are granted wishes that won’t go back into the genie’s bottle.

Credit where due: the Web is excellent, but not boundlessly so. It has limits. Thanks to the client-server model, full personal agency is not a grace of life on the Web. Not until we have servers or agents of our own. (Yes, we could have our own servers back in Web1 days—my own Web and email servers lived under my desk and had their own static IP addresses from roughly 1995 until 2003—and a few alpha geeks still do. But since then we’ve mostly needed to live as digital serfs, by the graces of corporate overlords.)

So now it’s time to think and build outside the haystack.

Models for that do exist, and some have been around for a long time. Email is one example. While you can look at your email on the Web, or use a Web-based email service (such as Gmail), email itself is independent of those. My own searls.com email has been at servers in my home, on racks elsewhere, and in a hired cloud. I can move it anywhere I want. You can move yours as well, because the services we hire to host our personal email are substitutable. That’s just one way we can enjoy full agency on the Internet.

Some work toward the next Web, or beyond it, is happening at places such as DWeb Camp and Unfinished. My own work is happening right now in three overlapping places:

  1. ProjectVRM, which I started as a fellow of the Berkman Klein Center at Harvard in 2006, and which is graciously still hosted (with this blog) by the Center there. Our mailing list currently has more than 550 members. We also meet twice a year with the Internet Identity Workshop, which I co-founded, and still co-organize, with Kaliya Young and Phil Windley, in 2005). Immodestly speaking, IIW is the most leveraged conference I know.
  2. Customer Commons, where we are currently working on building out what’s called the Byway. Go there and follow along as we work to toward better answers to the questions above than you’ll get from inside the haystack. Customer Commons is a 501(c)3 nonprofit spun out of ProjectVRM.
  3. The Ostrom Workshop at Indiana University, where Joyce (my wife and fellow founder and board member of Customer Commons) and I are both visiting scholars. It is in that capacity that we are working on the Byway and leading a salon series titled Beyond the Web. Go to that link and sign up to attend. I look forward to seeing and talking with you there.

[Later…] More on the Web as a haystack is in FILE NOT FOUND: A generation that grew up with Google is forcing professors to rethink their lesson plans, by Monica Chin (@mcsquared96) in The Verge, and Students don’t know what files and folders are, professors say, by Jody MacGregor in PC Gamer, which sources Monica’s report.


*I originally had “heaving haystack of fuck-all” here, but some remember it as the more alliterative “heaving heap of fuck-all.” So I decided to swap them. If comments actually worked here†, I’d ask for a vote. But feel free to write me instead, at my first name at my last name dot com.

†Now they do. Thanks for your patience, everybody.

 

This is a 1999 post on the (pre-blog) website that introduced my handful of readers to The Cluetrain Manifesto, which had just gone up on the Web, and instantly got huge without my help. It was also a dry run for a chapter in the book by the same name, which came out in January, 2000. As best I can recall, I wrote most of it a year earlier, and updated it when Cluetrain was finally published.


Listen Up

By Doc Searls
April 16, 1999 

“All I know is that first you’ve got to get mad. You’ve got to say, I’m a human being, goddammit! My life has value! So I want you to get up now. I want all of you to get up out of your chairs. I want you to get up right now and go to the window, open it, and stick your head out, and yell, ‘I’m as mad as hell, and I’m not going to take this anymore!'”
— Howard Beale, in 
Network, by Paddy Chayevsky


Bob Davis is the CEO of Lycos, Inc., whose growing portfolio of companies (excuse me, portals) now includes LycosHotbotWhoWhere and Tripod. I’m sure Bob is a great guy. And I’m sure Lycos is a great company. A lot of people seem to like them both. And you have to admire both his ambition and his success. To witness both, read his interview with PC Week, where he predicts that the Lycos Network (the sum of all its portals) will overtake Yahoo as “#1 on the Web.”

Lycos will win, Davis says, because “We have a collection of quality properties that are segmented into best-of-breed categories, and our reach has been catapulting.”

I can speak for Hotbot, which is still my first-choice search engine; but by a shrinking margin. I often test search engines by looking for strings of text buried deep in long documents on my own site. Hotbot always won in the past. But since Lycos bought it, Hotbot has become more of a portal and less of a search tool. Its page is now a baffling mass of ads and links. And its searches find less.

In today’s test, Infoseek won. Last week, Excite won. Both found pages that Hotbot seems to have forgotten.

Why? Bob Davis gives us a good answer.

“We’re a media company,” he says. “We make our money by delivering an audience that people want to pay for.”

Note the two different species here: audience and people. And look at their qualities. One is “delivered.” The other pays. In other words, one is cargo and the other is money.

Well, I don’t care if Lycos’ stock goes to the moon and splits three times along the way. The only #1 on the Web is the same as the only #1 on the phone: the people who use it. And the time will come when people will look at portals not as sources of “satisfying experiences” (another of Davis’ lines) but as useless intermediaries between supply and demand.

 

Words of Walt

You there, impotent, loose in the knees,
open your scarfed chops till I blow grit within you.
Spread your palms and lift the flaps of your pockets.
I am not to be denied. I compel.

It is time to explain myself. Let us stand up.
I know I am solid and sound.
To me the converging objects of the universe perpetually flow.

I know that I am august,
I do not trouble my spirit to vindicate itself
or be understood.
I see that the elementary laws never apologize.

.
— Walt Whitman, from 
Song of Myself

 

“Media company” guys like Davis are still in a seller’s market for wisdom that was BS even when only the TV guys spoke it — back when it literally required the movie “Network.” That market will dry up. Why? Because we’ve been mad as hell for about hundred years, and now we don’t have to take it anymore.

Three reasons.

  1. Humanity. This is what Walt Whitman reminded us about more than a hundred years ago. We are not impotent. Media companies may call us seats and eyeballs and targets, but that’s their problem. They don’t get who we are or what we can — and will — do. And the funny thing is, they don’t get that what makes us powerful is what they think makes them powerful: the Internet. It gives us choices. Millions of them. We don’t have to settle for “channels” any more. Or “portals” that offer views of the sky through their own little windows. Or “sticky” sites that are the moral equivalent of flypaper.
  2. DemandThere never was a demand for messages, and now it shows, big time. Because the Internet is a meteor that is smacking the world of business with more force than the rock that offed the dinosaurs, and it is pushing out a tsunami of demand like nothing supply has ever seen. Businesses that welcome the swell are in for some fun surfing. Businesses that don’t are going to drown in it.
  3. Obsolescence. Even the media guys are tired of their own B.S. and are finally in the market for clues.

Alvin Toffler had it right in The Third Wave. Industry (The Second Wave) “violently split apart two aspects of our lives that had always been one… production and consumption… In so doing, it drove a giant invisible wedge into our economy, our psyches … it ripped apart the underlying unity of society, creating a way of life filled with economic tension.” Today all of us play producer roles in our professions and consumer roles in our everyday lives. This chart shows the difference (and tension) between these radically different points of view — both of which all of us hold:

Producer view
Consumer view
Metaphor Business is shipping (“loading the channel,” “moving products,” “delivering messages”) Business is shopping (“browsing,” “looking,” “bargaining,” “buying”)
Orientation Business is about moving goods from one to many (producers to consumers) Business is about buying and selling, one to one
Markets Markets are shooting ranges: consumers are “targets” Markets are markets: places to shop, buy stuff and talk to people
Relationships Primary relationshiphs are with customers, which are more often distributors & retailers rather than consumers Primary relationships are with vendors, and with other customers

 

These are all just clues, which are easily deniable facts. Hence a line once spoken of Apple: “the clue train stopped there four times a day for ten years and they never took delivery.” But Apple was just an obvious offender. All of marketing itself remains clueless so long as it continues to treat customers as “eyeballs,” “targets,” “seats” and “consumers.”

For the past several months, I have been working with Rick Levine, David Weinberger and Chris Locke on a new railroad for clues: a ClueTrain.

Our goal is to burn down Marketing As Usual. Here is the logic behind the ambition:

Markets are conversations
Conversations are fire
Marketing is arson

The result is here — in what The Wall Street Journal calls “presumptuous, arrogant, and absolutely brilliant.”

Take a ride. If you like it, sign up. Feel free to set fires with it, add a few of your own, or flame the ones you don’t agree with. What matters is the conversation. We want everybody talking about this stuff. If they do, MAU is toast.

Here is my own short form of the Manifesto (inspired by Martin Luther, the long version has 95 Theses). Feel free to commit arson with (or to) any of these points as well.


Ten facts about highly effective markets:

  1. Markets are conversations.
    None of the other metaphors for markets — bulls, bears, battlefields, arenas, streets or invisible hands — does full justice to the social nature of markets.
     Real market conversations are social. They happen between human beings. Not between senders and receivers, shooters and targets, advertisers and demographics.
  2. The first markets were markets.
    They were real places that thrived at the crossroads of cultures. They didn’t need a market model, because they were the model market. More than religion, war or family, markets were real places where communities came together. They weren’t just where sellers did business with buyers. They were the place where everybody got together to hang out, talk, tell stories and learn interesting stuff about each other and the larger world.
     
  3. Markets are more about demand than supply.
    The term “market” comes from the latin mercere, which means “to buy.” Even a modern market is called a “shopping center” rather than a “selling center.” Bottom line: every market has more buyers than sellers. And the buyers have the money.
  4. Human voices trump robotic ones.
    Real voices are honest, open, natural, uncontrived. Every identity that speaks has a voice. We know each other by how we sound. That goes for companies and markets as well as people. When a voice is full of shit, we all know it — whether the voice tells us “your call is important to us” or that a Buick is better than a Mercedes.
  5. The real market leaders are people whose minds and hands are worn by the work they do.
    And it has been that way ever since our ancestors’ authority was expressed by surnames that labeled their occupations — names like Hunter, Weaver, Fisher and Smith. In modern parlance, the most knowledge and the best expertise is found at the “point of practice:” That’s where most of the work gets done.
  6. Markets are made by real people.
    Not by surreal abstractions that insult customers by calling them “targets,” “seats,” “audiences,” “demographics” and “eyeballs” — all synonyms for consumers, which Jerry Michalski of Sociate calls “brainless gullets who live only to gulp products and expel cash.”
  7. Business is not a conveyor belt that runs from production to consumption.
    Our goods are more than “content” that we “package” and “move” by “loading” them into a “channel” and “address” for “delivery.” The business that matters most is about shopping, not shipping. And the people who run it are the customers and the people who talk to them.
  8. Mass markets have the same intelligence as germ populations.
    Their virtues are appetite and reproduction. They grow by contagion. Which is why nobody wants to admit belonging to one.
  9. There is no demand for messages.
    To get what this means, imagine what would happen if mute buttons on remote controls delivered “we don’t want to hear this” messages directly back to advertisers.
  10. Most advertising is unaccountable.
    Or worse, it’s useless. An old advertising saying goes, “I know half my advertising is wasted. I just don’t know which half.” But even this is a lie. Nearly all advertising is wasted. Even the most accountable form of advertising — the junk mail we euphemistically call “direct marketing” — counts a 3% response rate as a success. No wonder most of us sort our mail over the trash can. Fairfax Cone, who co-founded Foote Cone & Belding many decades ago, said “Advertising is what you do when you can’t go see somebody. That’s all it is.” With the Net you can go see somebody. More importantly, they can see you. More importantly than that, you can both talk to each other. And make real markets again.

When some big outfit with a vested interest in violating your privacy says they are only trying to save small business, grab your wallet. Because the game they’re playing is misdirection away from what they really want.

The most recent case in point is Facebook, which ironically holds the world’s largest database on individual human interests while also failing to understand jack shit about personal boundaries.

This became clear when Facebook placed the ad above and others like it in major publications recently, and mostly made bad news for itself. We saw the same kind of thing in early 2014, when the IAB ran a similar campaign against Mozilla, using ads like this:

That one was to oppose Mozilla’s decision to turn on Do Not Track by default in its Firefox browser. Never mind that Do Not Track was never more than a polite request for websites to not be infected with a beacon, like those worn by marked animals, so one can be tracked away from the website. Had the advertising industry and its dependents in publishing simply listened to that signal, and respected it, we might never have had the GDPR or the CCPA, both of which are still failing at the same mission. (But, credit where due: the GDPR and the CCPA have at least forced websites to put up insincere and misleading opt-out popovers in front of every website whose lawyers are scared of violating the letter—but never the spirit—of those and other privacy laws.)

The IAB succeeded in its campaign against Mozilla and Do Not Track; but the the victory was Pyrrhic, because users decided to install ad blockers instead, which by 2015 was the largest boycott in human history. Plus a raft of privacy laws, with more in the pipeline.

We also got Apple on our side. That’s good, but not good enough.

What we need are working tools of our own. Examples: Global Privacy Control (and all the browsers and add-ons mentioned there), Customer Commons#NoStalking term, the IEEE’s P7012 – Standard for Machine Readable Personal Privacy Terms, and other approaches to solving business problems from the our side—rather than always from the corporate one.

In those movies, we’ll win.

Because if only Apple wins, we still lose.

Dammit, it’s still about what The Cluetrain Manifesto said in the first place, in this “one clue” published almost 21 years ago:

we are not seats or eyeballs or end users or consumers.
we are human beings — and out reach exceeds your grasp.
deal with it.

We have to make them deal. All of them. Not just Apple. We need code, protocols and standards, and not just regulations.

All the projects linked to above can use some help, plus others I’ll list here too if you write to me with them. (Comments here only work for Harvard email addresses, alas. I’m doc at searls dot com.)

If you listen to Episode 49: Parler, Ownership, and Open Source of the latest Reality 2.0 podcast, you’ll learn that I was blindsided at first by the topic of Parler, which has lately become a thing. But I caught up fast, even getting a Parler account not long after the show ended. Because I wanted to see what’s going on.

Though self-described as “the world’s town square,” Parler is actually a centralized social platform built for two purposes: 1) completely free speech; and 2) creating and expanding echo chambers.

The second may not be what Parler’s founders intended (see here), but that’s how social media algorithms work. They group people around engagements, especially likes. (I think, for our purposes here, that algorithmically nudged engagement is a defining feature of social media platforms as we understand them today. That would exclude, for example, Wikipedia or a popular blog or newsletter with lots of commenters. It would include, say, Reddit and Linkedin, because algorithms.)

Let’s start with recognizing that the smallest echo chamber in these virtual places is our own, comprised of the people we follow and who follow us. Then note that our visibility into other virtual spaces is limited by what’s shown to us by algorithmic nudging, such as by Twitter’s trending topics.

The main problem with this is not knowing what’s going on, especially inside other echo chambers. There are also lots of reasons for not finding out. For example, my Parler account sits idle because I don’t want Parler to associate me with any of the people it suggests I follow, soon as I show up:

l also don’t know what to make of this, which is the only other set of clues on the index page:

Especially since clicking on any of them brings up the same or similar top results, which seem to have nothing to do with the trending # topic. Example:

Thus endeth my research.

But serious researchers should be able to see what’s going on inside the systems that produce these echo chambers, especially Facebook’s.

The problem is that Facebook and other social networks are shell games, designed to make sure nobody knows exactly what’s going on, but feels okay with it, because they’re hanging with others who agree on the basics.

The design principle at work here is obscurantism—”the practice of deliberately presenting information in an imprecise, abstruse manner designed to limit further inquiry and understanding.”

To put the matter in relief, consider a nuclear power plant:

(Photo of kraftwerk Grafenrheinfeld, 2013, by Avda. Licensed CC BY-SA 3.0.)

Nothing here is a mystery. Or, if there is one, professional inspectors will be dispatched to solve it. In fact, the whole thing is designed from the start to be understandable, and its workings accountable to a dependent public.

Now look at a Facebook data center:

What it actually does is pure mystery, by design, to those outside the company. (And hell, to most, maybe all, of the people inside the company.) No inspector arriving to look at a rack of blinking lights in that place is going to know either. What Facebook looks like to you, to me, to anybody, is determined by a pile of discoveries, both on and off of Facebook’s site and app, around who you are and what to machines you seem interested in, and an algorithmic process that is not accountable to you, and impossible for anyone, perhaps including Facebook itself, to fully explain.

All societies, and groups within societies, are echo chambers. And, because they cohere in isolated (and isolating) ways it is sometimes hard for societies to understand each other, especially when they already have prejudicial beliefs about each other. Still, without the further influence of social media, researchers can look at and understand what’s going on.

Over in the digital world, which overlaps with the physical one, we at least know that social media amplifies prejudices. But, though it’s obvious by now that this is what’s going on, doing something to reduce or eliminate the production and amplification of prejudices is damn near impossible when the mechanisms behind it are obscure by design.

This is why I think these systems need to be turned inside out, so researchers can study them. I don’t know how to make that happen; but I do know there is nothing more large and consequential in the world that is also absent of academic inquiry. And that ain’t right.

BTW, if Facebook, Twitter, Parler or other social networks actually are opening their algorithmic systems to academic researchers, let me know and I’ll edit this piece accordingly.

Northern Red-Tail Hawk

On Quora the question went, If you went from an IQ of 135+ to 100, how would it feel?

Here’s how I answered::::

I went through that as a kid, and it was no fun.

In Kindergarten, my IQ score was at the top of the bell curve, and they put me in the smart kid class. By 8th grade my IQ score was down at the middle of the bell curve, my grades sucked, and my other standardized test scores (e.g. the Iowa) were terrible. So the school system shunted me from the “academic” track (aimed at college) to the “general” one (aimed at “trades”).

To the school I was a failure. Not a complete one, but enough of one for the school to give up on aiming me toward college. So, instead of sending me on to a normal high school, they wanted to send me to a “vocational-technical” school where boys learned to operate machinery and girls learned “secretarial” skills.

But in fact the school failed me, as it did countless other kids who adapted poorly to industrialized education: the same industrial system that still has people believing IQ tests are a measure of anything other than how well somebody answers a bunch puzzle questions on a given day.

Fortunately, my parents believed in me, even though the school had given up. I also believed in myself, no matter what the school thought. Like Walt Whitman, I believed “I was never measured, and never will be measured.” Walt also gifted everyone with these perfect lines (from Song of Myself):

I know I am solid and sound.
To me the converging objects of the universe
perpetually flow.

All are written to me,
and I must get what the writing means…
I know this orbit of mine cannot be swept
by a carpenter’s compass,

I know that I am august,
I do not trouble my spirit to vindicate itself
or be understood.
I see that the elementary laws never apologize.

Whitman argued for the genius in each of us that moves in its own orbit and cannot be encompassed by industrial measures, such as standardized tests that serve an institution that would rather treat students like rats in their mazes than support the boundless appetite for knowledge with which each of us is born—and that we keep if it doesn’t get hammered out of us by normalizing systems.

It amazes me that half a century since I escaped from compulsory schooling’s dehumanizing wringer, the system is largely unchanged. It might even be worse. (“Study says standardized testing is overwhelming nation’s public schools,” writes The Washington Post.)

To detox ourselves from belief in industrialized education, the great teacher John Taylor Gatto gives us The Seven Lesson Schoolteacher, which summarizes what he was actually paid to teach:

  1. Confusion — “Everything I teach is out of context. I teach the un-relating of everything. I teach disconnections. I teach too much: the orbiting of planets, the law of large numbers, slavery, adjectives, architectural drawing, dance, gymnasium, choral singing, assemblies, surprise guests, fire drills, computer languages, parents’ nights, staff-development days, pull-out programs, guidance with strangers my students may never see again, standardized tests, age-segregation unlike anything seen in the outside world….What do any of these things have to do with each other?”
  2. Class position — “I teach that students must stay in the class where they belong. I don’t know who decides my kids belong there but that’s not my business. The children are numbered so that if any get away they can be returned to the right class. Over the years the variety of ways children are numbered by schools has increased dramatically, until it is hard to see the human beings plainly under the weight of numbers they carry. Numbering children is a big and very profitable undertaking, though what the strategy is designed to accomplish is elusive. I don’t even know why parents would, without a fight, allow it to be done to their kids. In any case, again, that’s not my business. My job is to make them like it, being locked in together with children who bear numbers like their own.”
  3. Indifference — “I teach children not to care about anything too much, even though they want to make it appear that they do. How I do this is very subtle. I do it by demanding that they become totally involved in my lessons, jumping up and down in their seats with anticipation, competing vigorously with each other for my favor. It’s heartwarming when they do that; it impresses everyone, even me. When I’m at my best I plan lessons very carefully in order to produce this show of enthusiasm. But when the bell rings I insist that they stop whatever it is that we’ve been working on and proceed quickly to the next work station. They must turn on and off like a light switch. Nothing important is ever finished in my class, nor in any other class I know of. Students never have a complete experience except on the installment plan. Indeed, the lesson of the bells is that no work is worth finishing, so why care too deeply about anything?
  4. Emotional dependency — “By stars and red checks, smiles and frowns, prizes, honors and disgraces I teach kids to surrender their will to the predestined chain of command. Rights may be granted or withheld by any authority without appeal, because rights do not exist inside a school — not even the right of free speech, as the Supreme Court has ruled — unless school authorities say they do. As a schoolteacher, I intervene in many personal decisions, issuing a pass for those I deem legitimate, or initiating a disciplinary confrontation for behavior that threatens my control. Individuality is constantly trying to assert itself among children and teenagers, so my judgments come thick and fast. Individuality is a contradiction of class theory, a curse to all systems of classification.”
  5. Intellectual dependency — “Good people wait for a teacher to tell them what to do. It is the most important lesson, that we must wait for other people, better trained than ourselves, to make the meanings of our lives. The expert makes all the important choices; only I, the teacher, can determine what you must study, or rather, only the people who pay me can make those decisions which I then enforce… This power to control what children will think lets me separate successful students from failures very easily.
  6. Provisional self-esteem — “Our world wouldn’t survive a flood of confident people very long, so I teach that your self-respect should depend on expert opinion. My kids are constantly evaluated and judged. A monthly report, impressive in its provision, is sent into students’ homes to signal approval or to mark exactly, down to a single percentage point, how dissatisfied with their children parents should be. The ecology of “good” schooling depends upon perpetuating dissatisfaction just as much as the commercial economy depends on the same fertilizer.
  7. No place to hide — “I teach children they are always watched, that each is under constant surveillance by myself and my colleagues. There are no private spaces for children, there is no private time. Class change lasts three hundred seconds to keep promiscuous fraternization at low levels. Students are encouraged to tattle on each other or even to tattle on their own parents. Of course, I encourage parents to file their own child’s waywardness too. A family trained to snitch on itself isn’t likely to conceal any dangerous secrets. I assign a type of extended schooling called “homework,” so that the effect of surveillance, if not that surveillance itself, travels into private households, where students might otherwise use free time to learn something unauthorized from a father or mother, by exploration, or by apprenticing to some wise person in the neighborhood. Disloyalty to the idea of schooling is a Devil always ready to find work for idle hands. The meaning of constant surveillance and denial of privacy is that no one can be trusted, that privacy is not legitimate.”

Gatto won multiple teaching awards because he refused to teach any of those lessons. I succeeded in life by refusing to learn them as well.

All of us can succeed by forgetting those seven lessons—especially the one teaching that your own intelligence can be measured by anything other than what you do with it.

You are not a number. You are a person like no other. Be that, and refuse to contain your soul inside any institutional framework.

More Whitman:

Long enough have you dreamed contemptible dreams.
Now I wash the gum from your eyes.
You must habit yourself to the dazzle of the light and of every moment of your life.

Long have you timidly waited,
holding a plank by the shore.
Now I will you to be a bold swimmer,
To jump off in the midst of the sea, and rise again,
and nod to me and shout,
and laughingly dash your hair.

I am the teacher of athletes.
He that by me spreads a wider breast than my own
proves the width of my own.
He most honors my style
who learns under it to destroy the teacher.

Do I contradict myself?
Very well then. I contradict myself.
I am large. I contain multitudes.

I concentrate toward them that are nigh.
I wait on the door-slab.

Who has done his day’s work
and will soonest be through with his supper?
Who wishes to walk with me.

The spotted hawk swoops by and accuses me.
He complains of my gab and my loitering.

I too am not a bit tamed. I too am untranslatable.
I sound my barbaric yawp over the roofs of the world.

Be that hawk.

In The Web and the New Reality, which I posted on December 1, 1995 (and again a few days ago), I called that date “Reality 1.995.12,” and made twelve predictions. In this post I’ll visit how those have played out over the quarter century since then.

1. As more customers come into direct contact with suppliers, markets for suppliers will change from target populations to conversations.

Well, both. While there are many more direct conversations between demand and supply than there were in the pre-Internet world, we are more targeted than ever, now personally and not just as populations. This has turned into a gigantic problem that many of us have been talking about for a decade or more, to sadly insufficient effect.

2. Travel, ticket, advertising and PR agencies will all find new ways to add value, or they will be subtracted from market relationships that no longer require them.

I don’t recall why I grouped those four things, so let’s break them apart:

  • Little travel agencies went to hell. Giant Net-based ones thrived. See here.
  • Tickets are now almost all digital. I don’t know what a modern ticket agency does, if if any exist.
  • Advertising agencies went digital and became malignant. I’ve written about that a lot, here. All of those writings could be compressed to a pull quote from Separating Advertising’s Wheat and Chaff: “Madison Avenue fell asleep, direct response marketing ate its brain, and it woke up as an alien replica of itself.”
  • PR agencies, far as I know (and I haven’t looked very far) are about the same.

3. Within companies, marketing communications will change from peripheral activities to core competencies.New media will flourish on the Web, and old media will learn to live with the Web and take advantage of it.

If we count the ascendance of the Chief Marketing Officer (CMO) as a success, this was a bulls-eye. However, most CMOs are all about “digital,” by which they generally mean direct response marketing. And if you didn’t skip to this item you know what I think about that.

4. Retail space will complement cyber space. Customer and technical service will change dramatically, as 800 numbers yield to URLs and hard copy documents yield to soft copy versions of the same thing… but in browsable, searchable forms.

Yep. All that happened.

5. Shipping services of all kinds will bloom. So will fulfillment services. So will ticket and entertainment sales services.

That too.

The web’s search engines will become the new yellow pages for the whole world. Your fingers will still do the walking, but they won’t get stained with ink. Same goes for the white pages. Also the blue ones.

And that.

6. The scope of the first person plural will enlarge to include the whole world. “We” may mean everybody on the globe, or any coherent group that inhabits it, regardless of location. Each of us will swing from group to group like monkeys through trees.

Oh yeah.

7. National borders will change from barricades and toll booths into speed bumps and welcome mats.

Mixed success. When I wrote this, nearly all Internet access was through telcos, so getting online away from home still required a local phone number. That’s pretty much gone. But the Internet itself is being broken into pieces. See here

8. The game will be over for what teacher John Taylor Gatto labels “the narcotic we call television.” Also for the industrial relic of compulsory education. Both will be as dead as the mainframe business. In other words: still trucking, but not as the anchoring norms they used to be.

That hasn’t happened; but self-education, home-schooling and online study of all kinds are thriving.

9. Big Business will become as anachronistic as Big Government, because institutional mass will lose leverage without losing inertia.

Well, this happened. So, no.

10. Domination will fail where partnering succeeds, simply because partners with positive sums will combine to outproduce winners and losers with zero sums.

Here’s what I meant by that.
I think more has happened than hasn’t. But, visiting the particulars requires a whole ‘nuther post.

11. Right will make might.

Nope. And this one might never happen. Hey, in 25 years one tends to become wiser.

12. And might will be mighty different.

That’s true, and in some ways that depresses me.

So, on the whole, not bad.

This is the Ostrom Memorial Lecture I gave on 9 October of last year for the Ostrom Workshop at Indiana University. Here is the video. (The intro starts at 8 minutes in, and my part starts just after 11 minutes in.) I usually speak off the cuff, but this time I wrote it out, originally in outline form*, which is germane to my current collaborations with Dave Winer, father of outlining software (and, in related ways, of blogging and podcasting). So here ya go.

Intro

The movie Blade Runner was released in 1982; and was set in a future Los Angeles. Anyone here know when in the future Blade Runner is set? I mean, exactly?

The year was 2019. More precisely, next month: November.

In Blade Runner’s 2019, Los Angeles is a dark and rainy hellscape with buildings the size of mountains, flying cars, and human replicants working on off-world colonies. It also has pay phones and low-def computer screens that are vacuum tubes.

Missing is a communication system that can put everyone in the world at zero distance from everyone else, in disembodied form, at almost no cost—a system that lives on little slabs in people’s pockets and purses, and on laptop computers far more powerful than any computer, of any size, from 1982.

In other words, this communication system—the Internet—was less thinkable in 1982 than flying cars, replicants and off-world colonies. Rewind the world to 1982, and the future Internet would appear a miracle dwarfing the likes of loaves and fish.

In economic terms, the Internet is a common pool resource; but non-rivalrous and non-excludable to such an extreme that to call it a pool or a resource is to insult what makes it common: that it is the simplest possible way for anyone and anything in the world to be present with anyone and anything else in the world, at costs that can round to zero.

As a commons, the Internet encircles every person, every institution, every business, every university, every government, every thing you can name. It is no less exhaustible than presence itself. By nature and design, it can’t be tragic, any more than the Universe can be tragic.

There is also only one of it. As with the universe, it has no other examples.

As a source of abundance, the closest thing to an example the Internet might have is the periodic table. And the Internet might be even more elemental than that: so elemental that it is easy to overlook the simple fact that it is the largest goose ever to lay golden eggs.

It can, however, be misunderstood, and that’s why it’s in trouble.

The trouble it’s in is with human nature: the one that sees more value in the goose’s eggs than in the goose itself.

See, the Internet is designed to support every possible use, every possible institution, and—alas—every possible restriction, which is why enclosure is possible. People, institutions and possibilities of all kinds can be trapped inside enclosures on the Internet. I’ll describe nine of them.

Enclosures

The first enclosure is service provisioning, for example with asymmetric connection speeds. On cable connections you may have up to 400 megabits per second downstream, but still only 10 megabits per second—one fortieth of that—upstream. (By the way this is exactly what Spectrum, formerly Time Warner Cable, provides with its most expensive home service to customers in New York City.)

They do that to maximize consumption while minimizing production by those customers. You can consume all the video you want, and think you’re getting great service. But meanwhile this asymmetrical provisioning prevents production at your end. Want to put out a broadcast or a podcast from your house, to run your own email server, or to store your own video or other personal data in your own personal “cloud”? Forget it.

The Internet was designed to support infinite production by anybody of anything. But cable TV companies don’t want you to have that that power. So you don’t. The home Internet you get from your cable company is nice to have, but it’s not the whole Internet. It’s an enclosed subset of capabilities biased by and for the cable company and large upstream producers of “content.”

So, it’s golden eggs for them, but none for you. Also missing are all the golden eggs you might make possible for those companies as an active producer rather than as a passive consumer.

The second enclosure is through 5G wireless service, currently promoted by phone companies as a new generation of Internet service. The companies deploying 5G promise greater speeds and lower lag times over wireless connections; but is also clear that they want to build in as many choke points as they like, all so you can be billed for as many uses as possible.

You want gaming? Here’s our gaming package. You want cloud storage? Here’s our cloud storage package. Each of these uses will carry terms and conditions that allow some uses and prevent others. Again, this is a phone company enclosure. No cable companies are deploying 5G. They’re fine with their own enclosure.

The third enclosure is government censorship. The most familiar example is China’s. In China’s closed Internet you will find no Google, Facebook, Twitter, Instagram or Reddit. No Pandora, Spotify, Slack or Dropbox. What you will find is pervasive surveillance of everyone and everything—and ranking of people in its Social Credit System.

By March of this year, China had already punished 23 million people with low social credit scores by banning them from traveling. Control of speech has also spread to U.S. companies such as the NBA and ESPN, which are now censoring themselves as well, bowing to the wishes of the Chinese government and its own captive business partners.

The fourth enclosure is the advertising-supported commercial Internet. This is led by Google and Facebook, but also includes all the websites and services that depend on tracking-based advertising. This form of advertising, known as adtech, has in the last decade become pretty much the only kind of advertising online.

Today there are very few major websites left that don’t participate in what Shoshana Zuboff calls surveillance capitalism, and Brett Frischmann and Evan Selinger call, in their book by that title, Re-engineering Humanity. Surveillance of individuals online is now so deep and widespread that nearly every news organization is either unaware of it or afraid to talk about it—in part because the advertising they run is aimed by it.

That’s why you’ll read endless stories about how bad Facebook and Google are, and how awful it is that we’re all being tracked everywhere like marked animals; but almost nothing about how the sites publishing stories about tracking also participate in exactly the same business—and far more surreptitiously. Reporting on their own involvement in the surveillance business is a third rail they won’t grab.

I know of only one magazine that took and shook that third rail, especially in the last year and a half.  That magazine was Linux Journal, where I worked for 24 years and was serving as editor-in-chief when it was killed by its owner in August. At least indirectly that was because we didn’t participate in the surveillance economy.

The fifth enclosure is protectionism. In Europe, for example, your privacy is protected by laws meant to restrict personal data use by companies online. As a result in Europe, you won’t see the Los Angeles Times or the Washington Post in your browsers, because those publishers don’t want to cope with what’s required by the EU’s laws.

While they are partly to blame—because they wish to remain in the reader-tracking business—the laws are themselves terribly flawed—for example by urging every website to put up a “cookie notice” on pages greeting readers. In most cases clicking “accept” to the site’s cookies only gives the site permission to continue doing exactly the kind of tracking the laws are meant to prevent.

So, while the purpose of these laws is to make the Internet safer, in effect they also make its useful space smaller.

The sixth enclosure is what The Guardian calls “digital colonialism.” The biggest example of that is  Facebook.org, originally called “Free Basics” and “Internet.org”

This is a China-like subset of the Internet, offered for free by Facebook in less developed parts of the world. It consists of a fully enclosed Web, only a few dozen sites wide, each hand-picked by Facebook. The rest of the Internet isn’t there.

The seventh enclosure is the forgotten past. Today the World Wide Web, which began as a kind of growing archive—a public set of published goods we could browse as if it were a library—is being lost. Forgotten. That’s because search engines are increasingly biased to index and find pages from the present and recent past, and by following the tracks of monitored browsers. It’s forgetting what’s old. Archival goods are starting to disappear, like snow on the water.

Why? Ask the algorithm.

Of course, you can’t. That brings us to our eighth enclosure: algorithmic opacity.

Consider for a moment how important power plants are, and how carefully governed they are as well. Every solar, wind, nuclear, hydro and fossil fuel power production system in the world is subject to inspection by whole classes of degreed and trained professionals.

There is nothing of the sort for the giant search engine and social networks of the world. Google and Facebook both operate dozens of data centers, each the size of many Walmart stores. Yet the inner workings of those data centers are nearly absent of government oversight.

This owes partly to the speed of change in what these centers do, but more to the simple fact that what they do is unknowable, by design. You can’t look at rows of computers with blinking lights in many acres of racks and have the first idea of what’s going on in there.

I would love to see research, for example, on that last enclosure I listed: on how well search engines continue to index old websites. Or to do anything. The whole business is as opaque as a bowling ball with no holes.

I’m not even sure you can find anyone at Google who can explain exactly why its index does one thing or another, for any one person or another. In fact, I doubt Facebook is capable of explaining why any given individual sees any given ad. They aren’t designed for that. And the algorithm itself isn’t designed to explain itself, perhaps even to the employees responsible for it.

Or so I suppose.

In the interest of moving forward with research on these topics, I invite anyone at Google, Facebook, Bing or Amazon to help researchers at institutions such as the Ostrom Workshop, and to explain exactly what’s going on inside their systems, and to provide testable and verifiable ways to research those goings-on.

The ninth and worst enclosure is the one inside our heads. Because, if we think the Internet is something we use by grace of Apple, Amazon, Facebook, Google and “providers” such as phone and cable companies, we’re only helping all those companies contain the Internet’s usefulness inside their walled gardens.

Not understanding the Internet can result in problems similar to ones we suffer by not understanding common pool resources such as the atmosphere, the oceans, and the Earth itself.

But there is a difference between common pool resources in the natural world, and the uncommon commons we have with the Internet.

See, while we all know that common-pool resources are in fact not limitless—even when they seem that way—we don’t have the same knowledge of the Internet, because its nature as a limitless non-thing is non-obvious.

For example, we know common pool resources in the natural world risk tragic outcomes if our use of them is ungoverned, either by good sense or governance systems with global reach. But we don’t know that the Internet is limitless by design, or that the only thing potentially tragic about it is how we restrict access to it and use of it, by enclosures such as the nine I just listed.

So my thesis here is this: if we can deeply and fully understand what the Internet is, why it is fully important, and why it is in danger of enclosure, we can also understand why, ten years after Lin Ostrom won a Nobel prize for her work on the commons, that work may be exactly what we need to save the Internet as a boundless commons that can support countless others.

The Internet

We’ll begin with what makes the Internet possible: a protocol.

A protocol is a code of etiquette for diplomatic exchanges between computers. A form of handshake.

What the Internet’s protocol does is give all the world’s digital devices and networks a handshake agreement about how to share data between any point A and any point B in the world, across any intermediary networks.

When you send an email, or look at a website, anywhere in the world, the route the shared data takes can run through any number of networks between the two. You might connect from Bloomington to Denver through Chicago, Tokyo and Mexico City. Then, two minutes later, through Toronto and Miami. Some packets within your data flows may also be dropped along the way, but the whole session will flow just fine because the errors get noticed and the data re-sent and re-assembled on the fly.

Oddly, none of this is especially complicated at the technical level, because what I just described is pretty much all the Internet does. It doesn’t concern itself with what’s inside the data traffic it routes, who is at the ends of the connections, or what their purposes are—any more than gravity cares about what it attracts.

Beyond the sunk costs of its physical infrastructure, and the operational costs of keeping the networks themselves standing up, the Internet has no first costs at its protocol level, and it adds no costs along the way. It also has no billing system.

In all these ways the Internet is, literally, neutral. It also doesn’t need regulators or lawmakers to make it neutral. That’s just its nature.

The Internet’s protocol called is called TCP/IP, and by using it, all the networks of the world subordinate their own selfish purposes.

This is what makes the Internet’s protocol generous and supportive to an absolute degree toward every purpose to which it is put. It is a rising tide that lifts all boats.

In retrospect we might say the big networks within the Internet—those run by phone and cable companies, governments and universities—agreed to participate in the Internet because it was so obviously useful that there was no reason not to.

But the rising-tide nature of the Internet was not obvious to all of them at first. In retrospect, they didn’t realize that the Internet was a Trojan Horse, wheeled through their gates by geeks who looked harmless but in fact were bringing the world a technical miracle.

I can support that claim by noting that even though phone and cable companies of the world now make trillions of dollars because of it, they never would have invented it.

Two reasons for that. One is because it was too damn simple. The other is because they would have started with billing. And not just billing you and me. They would have wanted to bill each other, and not use something invented by another company.

A measure of the Internet’s miraculous nature is that actually billing each other would have been so costly and complicated that what they do with each other, to facilitate the movement of data to, from, and across their networks, is called peering. In other words, they charge each other nothing.

Even today it is hard for the world’s phone and cable companies—and even its governments, which have always been partners of a sort—to realize that the Internet became the world-wide way to communicate because it didn’t start with billing.

Again, all TCP/IP says is that this is a way for computers, networks, and everything connected to them, to get along. And it succeeded, producing instant worldwide peace among otherwise competing providers of networks and services. It made every network operator involved win a vast positive-sum game almost none of them knew they were playing. And most of them still don’t.

You know that old joke in which the big fish says to the little fish, “Hi guys, how’s the water?” and one of the little fish says to the other “What’s water?” In 2005, David Foster Wallace gave a legendary commencement address at Kenyon College that I highly recommend, titled “This is water.”

I suspect that, if Wallace were around today, he’d address his point to our digital world.

Human experience

Those of you who already know me are aware that my wife Joyce is as much a companion and collaborator of mine as Vincent Ostrom was of Lin. I bring this up because much of of this talk is hers, including this pair of insights about the Internet: that it has no distance, and also no gravity.

Think about it: when you are on the Internet with another person—for example if you are in a chat or an online conference—there is no functional distance between you and the other person. One of you may be in Chicago and the other in Bangalore. But if the Internet is working, distance is gone. Gravity is also gone. Your face may be right-side-up on the other person’s screen, but it is absent of gravity. The space you both occupy is the other person’s two-dimensional rectangle. Even if we come up with holographic representations of ourselves, we are still incorporeal “on” the Internet. (I say “on” because we need prepositions to make sense of how things are positioned in the world. Yet our limited set of physical-world prepositions—over, under around, through, beside, within and the rest—misdirect our attention away from our disembodied state in the digital one.)

Familiar as that disembodied state may be to all of us by now, it is still new to human experience and inadequately informed by our experience as embodied creatures. It is also hard for us to see both what our limitations are, and how limitless we are at the same time.

Joyce points out that we are also highly adaptive creatures, meaning that eventually we’ll figure out what it means to live where there is no distance or gravity, much as astronauts learn to live as weightless beings in space.

But in the meantime, we’re having a hard time seeing the nature and limits of what’s good and what’s bad in this new environment. And that has to do, at least in part, on forms of enclosure in that world—and how we are exploited within private spaces where we hardly know we are trapped.

In The Medium is the Massage, Marshall McLuhan says every new medium, every new technology, “works us over completely.” Those are his words: works us over completely. Such as now, with digital technology, and the Internet.

I was talking recently with a friend about where our current digital transition ranks among all the other transitions in history that each have a formal cause. Was becoming ditital the biggest thing since the industrial revolution? Since movable type? Writing? Speech?

No, he said. “It’s the biggest thing since oxygenation.”

In case you weren’t there, or weren’t paying attention in geology class, oxygenation happened about 2.5 billion years ago. Which brings us to our next topic:

Institutions

Journalism is just one example of a trusted institution that is highly troubled in the digital world.

It worked fine in a physical world where truth-tellers who dig into topics and reported on them with minimized prejudice were relatively scarce yet easy to find, and to trust. But in a world flooded with information and opinion—a world where everyone can be a reporter, a publisher, a producer, a broadcaster, where the “news cycle” has the lifespan of a joke, and where news and gossip have become almost indistinguishable while being routed algorithmically to amplify prejudice and homophily, journalism has become an anachronism: still important, but all but drowning in a flood of biased “content” paid for by surveillance-led adtech.

People are still hungry for good information, of course, but our appetites are too easily fed by browsing through the surfeit of “content” on the Internet, which we can easily share by text, email or social media. Even if we do the best we can to share trustworthy facts and other substances that sound like truth, we remain suspended in a techno-social environment we mostly generate and re-generate ourselves. Kind of like our ancestral life forms made sense of the seas they oxygenated, long ago.

The academy is another institution that’s troubled in our digital time. After all, education on the Internet is easy to find. Good educational materials are easy to produce and share. For example, take Kahn Academy, which started with one guy tutoring his cousin though online videos.

Authority must still be earned, but there are now countless non-institutional ways to earn it. Credentials still matter, but less than they used to, and not in the same ways. Ad hoc education works in ways that can be cheap or free, while institutions of higher education remain very expensive. What happens when the market for knowledge and know-how starts moving past requirements for advanced degrees that might take students decades of their lives to pay off?

For one example of that risk already at work, take computer programming.

Which do you think matters more to a potential employer of programmers—a degree in computer science or a short but productive track record? For example, by contributing code to the Linux operating system?

To put this in perspective, Linux and operating systems like it are inside nearly every smart thing that connects to the Internet, including TVs, door locks, the world’s search engines, social network, laptops and mobile phones. Nothing could be more essential to computing life.

At the heart of Linux is what’s called the kernel. For code to get into the kernel, it has to pass muster with other programmers who have already proven their worth, and then through testing and debugging. If you’re looking for a terrific programmer, everyone contributing to the Linux kernel is well-proven. And there are thousands of them.

Now here’s the thing. It not only doesn’t matter whether or not those people have degrees in computer science, or even if they’ve had any formal training. What matters, for our purposes here, is that, to a remarkable degree, many of them don’t have either. Or perhaps most of them.

I know a little about this because, in the course of my work at Linux Journal, I would sometimes ask groups of alpha Linux programmers where they learned to code. Almost none told me “school.” Most were self-taught or learned from each other.

My point here is that the degree to which the world’s most essential and consequential operating system depends on the formal education of its makers is roughly zero.

See, the problem for educational institutions in the digital world is that most were built to leverage scarcity: scarce authority, scarce materials, scarce workspace, scarce time, scarce credentials, scarce reputation, scarce anchors of trust. To a highly functional degree we still need and depend on what only educational institutions can provide, but that degree is a lot lower than it used to be, a lot more varied among disciplines, and it risks continuing to decline as time goes on.

It might help at this point to see gravity in some ways as a problem the Internet solves. Because gravity is top-down. It fosters hierarchy and bell curves, sometimes where we need neither.

Absence of gravity instead fosters heterarchy and polycentrism. And, as we know, at the Ostrom Workshop perhaps better than anywhere, commons are good examples of heterarchy and polycentrism at work.

Knowledge Commons

In the first decade of our new millenium, Elinor Ostrom and Charlotte Hess—already operating in our new digital age—extended the commons category to include knowledge, calling it a complex ecosystem that operates as a common: a shared resource subject to social dilemmas.

They looked at ease of access to digital forms of knowledge and easy new ways to store, access and share knowledge as a common. They also looked at the nature of knowledge and its qualities of non-rivalry and non-excludability, which were both unlike what characterizes a natural commons, with its scarcities of rivalrous and excludable goods.

A knowledge commons, they said, is characterized by abundance. This is one way what Yochai Benkler calls Commons Based Peer Production on the Internet is both easy and rampant, giving us, among many other things, both the free software and open source movements in code development and sharing, plus the Internet and the Web.

Commons Based Peer Production also demonstrates how collaboration and non-material incentives can produce better quality products, and less social friction in the course of production.

I’ve given Linux as one example of Commons Based Peer Production. Others are Wikipedia and the Internet Archive. We’re also seeing it within the academy, for example with Indiana University’s own open archives, making research more accessible and scholarship more rich and productive.

Every one of those examples comports with Lin Ostrom’s design principles:

  1. clearly defined group boundaries;
  2. rules governing use of common goods within local needs and conditions;
  3. participation in modifying rules by those affected by the rules;
  4. accessible and low cost ways to resolve disputes;
  5. developing a system, carried out by community members, for monitoring members’ behavior;
  6. graduated sanctions for rule violators;
  7. and governing responsibility in nested tiers from the lowest level up to the entire interconnected system.

But there is also a crisis with Commons Based Peer Production on the Internet today.

Programmers who ten or fifteen years ago would not participate in enclosing their own environments are doing exactly that, for example with 5G, which is designed to put the phone companies in charge of what we can do on the Internet.

The 5G-enclosed Internet might be faster and more handy in many ways, the range of freedoms for each of us there will be bounded by the commercial interests of the phone companies and their partners, and subject to none of Lin’s rules for governing a commons.

Consider this: every one of the nine enclosures I listed at the beginning of this talk are enabled by programmers who either forgot or never learned about the freedom and openness that made the free and open Internet possible. They are employed in the golden egg gathering business—not in one that appreciates the goose that lays those eggs, and which their predecessors gave to us all.

But this isn’t the end of the world. We’re still at the beginning. And a good model for how to begin is—

The physical world

It is significant that all the commons the Ostroms and their colleagues researched in depth were local. Their work established beyond any doubt the importance of local knowledge and local control.

I believe demonstrating this in the digital world is our best chance of saving our digital world from the nine forms of enclosure I listed at the top of this talk.

It’s our best chance because there is no substitute for reality. We may be digital beings now, as well as physical ones. There are great advantages, even in the digital world, to operating in the here-and-now physical world, where all our prepositions still work, and our metaphors still apply.

Back to Joyce again.

In the mid ‘90s, when the Internet was freshly manifest on our home computers, I was mansplaining to Joyce how this Internet thing was finally the global village long promised by tech.

Her response was, “The sweet spot of the Internet is local.” She said that’s because local is where the physical and the virtual intersect. It’s where you can’t fake reality, because you can see and feel and shake hands with it.

She also said the first thing the Internet would obsolesce would be classified ads in newspapers. That’s because the Internet would be a better place than classifieds for parents to find a crib some neighbor down the street might have for sale. Then Craigslist came along and did exactly that.

We had an instructive experience with how the real world and the Internet work together helpfully at the local level about a year and a half ago. That’s when a giant rainstorm fell on the mountains behind Santa Barbara, where we live, and the town next door, called Montecito. This was also right after the Thomas Fire—largest at the time in recorded California history—had burned all the vegetation away, and there was a maximum risk of what geologists call a “debris flow.”

The result was the biggest debris flow in the history of the region: a flash flood of rock and mud that flowed across Montecito like lava from a volcano. Nearly two hundred homes were destroyed, and twenty-three people were killed. Two of them were never found, because it’s hard to find victims buried under what turned out to be at least twenty thousand truckloads of boulders and mud.

Right afterwards, all of Montecito was evacuated, and very little news got out while emergency and rescue workers did their jobs. Our local news media did an excellent job of covering this event as a story. But I also noticed that not much was being said about the geology involved.

So, since I was familiar with debris flows out of the mountains above Los Angeles, where they have infrastructure that’s ready to handle this kind of thing, I put up a post on my blog titled “Making sense of what happened to Montecito.” In that post I shared facts about the geology involved, and also published the only list on the Web of all the addresses of homes that had been destroyed. Visits to my blog jumped from dozens a day to dozens of thousands. Lots of readers also helped improve what I wrote and re-wrote.

All of this happened over the Internet, but it pertained to a real-world local crisis.

Now here’s the thing. What I did there wasn’t writing a story. I didn’t do it for the money, and my blog is a noncommercial one anyway. I did it to help my neighbors. I did it by not being a bystander.

I also did it in the context of a knowledge commons.

Specifically, I was respectful of boundaries of responsibility; notably those of local authorities—rescue workers, law enforcement, reporters from local media, city and county workers preparing reports, and so on. I gave much credit where it was due and didn’t step on the toes of others helping out as well.

An interesting fact about journalism there at the time was the absence of fake news. Sure, there was plenty of fingers pointing in blog comments and in social media. But it was marginalized away from the fact-reporting that mattered most. There was a very productive ecosystem of information, made possible by the Internet in everyone’s midst. And by everyone, I mean lots of very different people.

Humanity

We are learning creatures by nature. We can’t help it. And we don’t learn by freight forwarding

By that, I mean what I am doing here, and what we do with each other when we talk or teach, is not delivering a commodity called information, as if we were forwarding freight. Something much more transformational is taking place, and this is profoundly relevant to the knowledge commons we share.

Consider the word information. It’s a noun derived from the verb to inform, which in turn is derived from the verb to form. When you tell me something I don’t know, you don’t just deliver a sum of information to me. You form me. As a walking sum of all I know, I am changed by that.

This means we are all authors of each other.

In that sense, the word authority belongs to the right we give others to author us: to form us.

Now look at how much more of that can happen on our planet, thanks to the Internet, with its absence of distance and gravity.

And think about how that changes every commons we participate in, as both physical and digital beings. And how much we need guidance to keep from screwing up the commons we have, or forming the ones we don’t, or forming might have in the future—if we don’t screw things up.

A rule in technology is that what can be done will be done—until we find out what shouldn’t be done. Humans have done this with every new technology and practice from speech to stone tools to nuclear power.

We are there now with the Internet. In fact, many of those enclosures I listed are well-intended efforts to limit dangerous uses of the Internet.

And now we are at a point where some of those too are a danger.

What might be the best way to look at the Internet and its uses most sensibly?

I think the answer is governance predicated on the realization that the Internet is perhaps the ultimate commons, and subject to both research and guidance informed by Lin Ostrom’s rules.

And I hope that guides our study.

There is so much to work on: expansion of agency, sensibility around license and copyright, freedom to benefit individuals and society alike, protections that don’t foreclose opportunity, saving journalism, modernizing the academy, creating and sharing wealth without victims, de-financializing our economies… the list is very long. And I look forward to working with many of us here on answers to these and many other questions.

Thank you. 

Sources

Ostrom, Elinor. Governing the Commons. Cambridge University Press, 1990

Ostrom, Elinor and Hess, Charlotte, editors. Understanding Knowledge as a Commons:
From Theory to Practice, MIT Press, 2011
https://mitpress.mit.edu/books/understanding-knowledge-commons
Full text online: https://wtf.tw/ref/hess_ostrom_2007.pdf

Paul D. Aligica and Vlad Tarko, “Polycentricity: From Polanyi to Ostrom, and Beyond” https://asp.mercatus.org/system/files/Polycentricity.pdf

Elinor Ostrom, “Coping With Tragedies of the Commons,” 1998 https://pdfs.semanticscholar.org/7c6e/92906bcf0e590e6541eaa41ad0cd92e13671.pdf

Lee Anne Fennell, “Ostrom’s Law: Property rights in the commons,” March 3, 2011
https://www.thecommonsjournal.org/articles/10.18352/ijc.252/

Christopher W. Savage, “Managing the Ambient Trust Commons: The Economics of Online Consumer Information Privacy.” Stanford Law School, 2019. https://law.stanford.edu/wp-content/uploads/2019/01/Savage_20190129-1.pdf

 

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*I wrote it using—or struggling in—the godawful Outline view in Word. Since I succeeded (most don’t, because they can’t or won’t, with good reason), I’ll brag on succeeding at the subhead level:

As I’m writing this, in Febrary, 2020, Dave Winer is working on what he calls writing on rails. That’s what he gave the pre-Internet world with MORE several decades ago, and I’m helping him with now with the Internet-native kind, as a user. He explains that here. (MORE was, for me, like writing on rails. It’ll be great to go back—or forward—to that again.)

A Route of Evanescence,
With a revolving Wheel –
A Resonance of Emerald
A Rush of Cochineal –
And every Blossom on the Bush
Adjusts it’s tumbled Head –
The Mail from Tunis – probably,
An easy Morning’s Ride –

—Emily Dickinson
(via The Poetry Foundation)

While that poem is apparently about a hummingbird, it’s the one that comes first to my mind when I contemplate the form of evanescence that’s rooted in the nature of the Internet, where all of us are here right now, as I’m writing and you’re reading this.

Because, let’s face it: the Internet is no more about anything “on” it than air is about noise, speech or anything at all. Like air, sunlight, gravity and other useful graces of nature, the Internet is good for whatever can be done with it.

Same with the Web. While the Web was born as a way to share documents at a distance (via the Internet), it was never a library, even though we borrowed the language of real estate and publishing (domains and sites with pages one could author, edit, publish, syndicate, visit and browse) to describe it. While the metaphorical framing in all those words suggests durability and permanence, they belie the inherently evanescent nature of all we call content.

Think about the words memorystorageupload, and download. All suggest that content in digital form has substance at least resembling the physical kind. But it doesn’t. It’s a representation, in a pattern of ones and zeros, recorded on a medium for as long the responsible party wishes to keep it there, or the medium survives. All those states are volatile, and none guarantee that those ones and zeroes will last.

I’ve been producing digital content for the Web since the early 90s, and for much of that time I was lulled into thinking of the digital tech as something at least possibly permanent. But then my son Allen pointed out a distinction between the static Web of purposefully durable content and what he called the live Web. That was in 2003, when blogs were just beginning to become a thing. Since then the live Web has become the main Web, and people have come to see content as writing or projections on a World Wide Whiteboard. Tweets, shares, shots and posts are mostly of momentary value. Snapchat succeeded as a whiteboard where people could share “moments” that erased themselves after one view. (It does much more now, but evanescence remains its root.)

But, being both (relatively) old and (seriously) old-school about saving stuff that matters, I’ve been especially concerned with how we can archive, curate and preserve as much as possible of what’s produced for the digital world.

Last week, for example, I was involved in the effort to return Linux Journal to the Web’s shelves. (The magazine and site, which lived from April 1994 to August 2019, was briefly down, and with it all my own writing there, going back to 1996. That corpus is about a third of my writing in the published world.) Earlier, when it looked like Flickr might go down, I worried aloud about what would become of my many-dozen-thousand photos there. SmugMug saved it (Yay!); but there is no guarantee that any Website will persist forever, in any form. In fact, the way to bet is on the mortality of everything there. (Perspective: earlier today, over at doc.blog, I posted a brief think piece about the mortality of our planet, and the youth of the Universe.)

But the evanescent nature of digital memory shouldn’t stop us from thinking about how to take better care of what of the Net and the Web we wish to see remembered for the world. This is why it’s good to be in conversation on the topic with Brewster Kahle (of archive.org), Dave Winer and other like-minded folk. I welcome your thoughts as well.

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