Skip to content →

Stacks have no Outside


It was a quote that rolled by on Twitter the other day:

“Don’t skate to where the puck is going to be, skate to where hockey is going to be invented.”

While the speaker probably intended this to be a sign of energy and a singular commitment to disrupt the status quo with a completely new technology, I took it as a signal of a bubble that was about to burst. In the previous dot com era, there was the joke:

“If you don’t come in on Saturday, don’t bother coming in on Sunday.”

The fiction was created that one’s work is one’s life and that the two never need be in balance because they are one and the same. The current saying about hockey implies that if you are smart enough and work hard enough you can create a paradigm shift in the way technology is used and the way people live. You can create a new kind of game.

In 2008, Steve Jobs discussed how he viewed changes in the technology landscape:

“Things happen fairly slowly, you know. They do. These waves of technology, you can see them way before they happen, and you just have to choose wisely which ones you’re going to surf. If you choose unwisely, then you can waste a lot of energy, but if you choose wisely it actually unfolds fairly slowly. It takes years.”

In 1848, the discovery of gold at Sutter’s Mill in Northern California unleashed the largest migration of people in the history of the United States. What no one told those would-be gold diggers was that by 1850 all of the surface gold was gone. Only the large mining companies using hydraulic water cannons were still able to extract gold from the hills.


Today’s version of the large mining company is what Bruce Sterling calls a Stack. These are the ecosystems that have staked out large sections of the Internet from which they can extract gold.

A Stack doesn’t have to “break the Internet” to do this; it just has to set up the digital equivalent of a comprehensive family farm, so that the free-range cowboys of the Electronic Frontier are left with crickets chirping and nothing much to do. A modern Stack will leverage stuff that has never been “Internet,” such as mobile devices, cell coverage and operating systems.

In order to become a “Stack,” or one of the “Big Five” — Amazon Facebook Google Apple Microsoft — you need an “ecosystem,” or rather a factory farm of comprehensive services that surround the “user” with fences he doesn’t see. Basically, you corral Stack livestock by luring them with free services, then watching them in ways they can’t become aware of, and won’t object to. So you can’t just baldly sell them a commodity service in a box; you have to inveigle them into an organized Stack that features most, if not all, of the following:

An operating system, a dedicated way to sell cultural material (music, movies, books, apps), tools for productivity, an advertising business, some popular post-Internet device that isn’t an old-school desktop computer (tablets, phones, phablets, Surfaces, whatever’s next), a search engine, a dedicated social network, a “payment solution” or private bank, and maybe a Cloud, a private high-speed backbone, or a voice-activated AI service if you are looking ahead. Stack cars, Stack goggles, Stack private rocketships optional.

The goal of a Stack is to eliminate the outside. Once inside the Stack, there should be no outside of the Stack. The horizon of possibility is defined by the Stack. With the twist that the horizon should appear unlimited. The Stack is a place where you should believe that you could skate to where hockey is going to be invented.

Published in culture desire digital identity innovation monarchy real time web social graph tribes