Recently I listened to an interview with a serial SaaS startup CEO, and one piece of advice clicked for me: “Get out there, talk to your customers, and write blogs, lots of them.” It clarified why companies keep churning out blog posts, reports, “primitives,” even “constitutions”; content is a growth channel.

It also made me notice how much attention I’ve been giving these tech companies, almost as a substitute for the social media I try to avoid. I remember being genuinely excited for new posts on distill.pub the way I’d get excited for a new 3Blue1Brown or Veritasium video. These days, though, most of what I see feels like fingers-tired-from-scrolling marketing copy, and I can’t bring myself to care.