Monday Memo
A Byte of Knowledge
You know the feeling.
That gut punch when a project you poured your soul into just… flops.
Crickets.
Your first instinct? Blame them.
“The leads were junk.”
“This audience is just stupid.”
We get it. But here’s the hard truth…
It’s always your responsibility.
Always.
It means your big idea wasn’t clear enough.
It means you failed to connect with them on an emotional level.
Or simply that Murphy's Law came into play and now it's time to respond with unwavering resolve.
Look at it this way…
Your audience is a perfect mirror.
It can only reflect what you show it.
If you see a confused face staring back at you… it’s because your message is a mess.
If you see a bored yawn… it’s because your copy is boring.
Don’t get angry at the mirror.
Thank it.
It’s giving you a free, unfiltered look at what you need to fix.
It’s a gift.
Use it.
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Something to Ponder
We Asked – AI Answered
Our Question:
"What are three examples of companies that changed their core value proposition after achieving market dominance? For instance, streaming services initially attracted customers by offering commercial-free entertainment, but most platforms now include ads in their standard tiers and charge extra for ad-free viewing."
AI's Answer:
🟢 1. Social Media: “Free connection for all.” → Pay to reach your own audience.
Original Promise:
Platforms like Facebook, Instagram, and even Twitter/X built their empires on free access and organic reach. “Post your thoughts, connect with friends, build a following. No gatekeepers, no charge.”
What Changed?
Once scale was achieved, these platforms turned the users into the product and the advertisers into the customers.
- Facebook’s organic reach for Pages dropped from 16% in 2012 to under 2% by 2016.
- Today, you must pay just to reach people who already follow you.
Boosted posts, ads, subscriptions — it's no longer free speech. It’s rented reach.
Why It Happened:
Network effects created a winner-take-most market. Once everyone had to be there (businesses, influencers, nonprofits), Meta could charge tolls on the traffic highway it built.
🟢 2. Amazon Prime: “Fast, free 2-day shipping.” → Slower speeds, more fees, and ads.
Original Promise:
Prime launched in 2005 with a single, powerful hook: Unlimited 2-day shipping on everything for $79/year.
It was a consumer revolution — and an eCommerce WMD.
What Changed?
- In 2021–2023, many Prime items began arriving in 3–5 days, with 2-day speeds limited to select products or regions.
- In 2023, Amazon added ads to Prime Video. To remove them? You guessed it — another fee.
- Prime’s cost has risen from $79 to $139 per year.
Why It Happened:
Logistics costs, last-mile delivery saturation, and market dominance allowed Amazon to slowly erode the original promise. Once competitors were crushed and consumers trained, convenience locked users in.
🟢 3. Google Search: “Don’t be evil.” → Pay-to-play information monopoly.
Original Promise:
Google grew on the back of simple, fast, unbiased search results — ranked on merit by its PageRank algorithm.
What Changed?
- As of 2024, more than 50% of Google’s first page is ads, AI snippets, or Google-owned content (like YouTube).
- Organic listings are pushed further down — sometimes below 3 or 4 ad slots and a map pack.
- Paid inclusion (via Google Ads) is now essential for visibility in many commercial niches — especially local and ecommerce.
Why It Happened:
Google’s ad revenue passed $230 billion in 2023. The incentive to prioritize advertisers — not users — became too great. And with over 90% market share in search, who’s going to stop them?
Thanks for reading the Monday Memo.
Until next time!
The AI Marketers
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