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I’ll probably run out of air before folks get this but, hey, one more time for those in the back:

If you’re creating “alternatives to #BigTech” that scale vertically, you’re doing it wrong. You’ll never beat Big Tech at vertical scale. They invented the game. They’ll destroy you at it every time. And say you somehow do manage it… congratulations, you’ve just become *checks notes* Big Tech. *golf claps*

So what do you do?

You limit vertical scale and #design for horizontal scale.

#SmallTech