As many, many, many critics have pointed out, Malcolm Gladwell has built a brilliant career—staff writer at the New Yorker, multiple New York Times bestsellers, an ambitious (if embattled) podcast network, a highly lucrative sideline in speaking engagements—out of boiling down the research of social scientists into digestible rules of thumb that usually run counter to conventional wisdom.
Here is a very dumb truth: for a decade, the default answer to nearly every problem in mass media communication involved Twitter. Breaking news? Twitter. Live sports commentary? Twitter. Politics? Twitter. A celebrity has behaved badly? Twitter. A celebrity has issued a Notes app apology for bad behavior? Twitter. For a good while, the most reliable way to find out what a loud noise in New York City was involved asking Twitter. Was there an earthquake in San Francisco? Twitter. Is some website down? Twitter.
A few years ago, advertisements for a software service named Monday.com seemed to be suddenly everywhere online. This ubiquity didn’t come cheap. An S.E.C. filing revealed that the product’s developers had spent close to a hundred and thirty million dollars on advertising in 2020 alone, which amounted to roughly eighty per cent of the company’s annual revenue.
