The article emphasizes the necessity for businesses to transition from reliance on external platforms like social media and search engines to developing proprietary assets. This includes first-party data, unique content, and community engagement. It argues that depending on rented channels is risky due to their unpredictable algorithms and policies. By cultivating their own resources, brands can build resilience and authenticity, ultimately leading to a more sustainable business model in the era of Proprietary Commerce.
If you're still building your business on someone else's land, whether it's Meta's algorithm, Amazon's marketplace or Google's ever-shifting SEO rules, you're already behind.
Rented channels are a trap. Social platforms throttle organic reach. Marketplaces undercut you. Search engines change the rules mid-game.
Proprietary commerce is about making your brand platform-proof. You need assets no one can take away.
You want leverage? Then build systems that capture zero- and first-party data.
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