#100: New idea trending

In fact, one of the things that will not survive is novelty itself: trends, fads, fashions, scenes, vibes. We are thrown back into cyclical time; what’s growing old is the cruel demand to make things new.

More significant than what trends represent on their own and in the moment is what they collectively symbolize. Ours is a period of increasing noise. Everything is bleeding into everything around it. All trends, large and small, now suggest a new cultural mood—but only until the next Vaseline-smeared obsession comes along.

Media, and arguably most of culture, is oriented around the new. (Dad-voice: "That's why it's called 'the news!'") The VC dollars swirl like dust devils. Social media platforms rise and fall. Magazines are founded and folded. While I, the wizened crone of the newsletter world, remain happily focused on my next step.

It also means that increasingly the real value or trick won’t be in blowing up, though of course, it will only get harder and harder to do so as we continue to exponentially increase our output of content, but rather in holding on to the 15 seconds of fame once we have it.