Owning demand gives companies a compounding advantage, but needs to be bootstrapped. When a company is just starting out, it not only doesn’t own demand, it has all the disadvantages of competing against others that do.Making Uncommon Knowledge Common [ht]
In order to grow their demand high enough to become a beneficial flywheel, Barton’s companies use a Data Content Loop to bootstrap their demand and create unique content and index an industry online (homes for Zillow, hotels and flights for Expedia, companies for Glassdoor).
– Expedia: Prices for flights and hotels that before you’d have to get from travel agent
– Zillow: Zestimate of what your house is likely worth that before you’d have to get from broker
– Glassdoor: Reviews from employees about what a company is like that before you’d have to get from a recruiter or the company itself
Apparent Gender-Based Discrimination in the Display of STEM Career Ads — “women disproportionately click on job ads, so bidding algorithms charge more to advertisers to show to women, so men see more job ads” [ht].