TTL 29
👋 Good morfternight, friends.
In the past couple of days, I shared two posts on LinkedIn.
Both were about predicting the future.
Funny thing? They say opposite things — and they’re both true. (It’s a little intellectual game I like to play with myself. I even wrote about it a while ago → Crafting Opinions)
Let’s see which one you agree with (hopefully, both).
The post where I explain why I can’t predict where websites are headed 👇
The Italian word “boh” means “I don’t know,” and honestly, I’d bet decent money that any vision we form today of 2030 will be laughably off-target.
What we can do is identify which critical components will remain necessary, regardless of how interfaces evolve and which parts get automated.
→ Everything we do, as humans, is telling stories.
From Lascaux paintings to TikToks, from teaching to strategizing, everything is storytelling.
The website as we know it will probably follow the path of the magazine.
{enter one of many plausible futures}
Content is presented differently each time data is accessed.
AI agents now constitute 90% of active users on any platform, synthesizing and contributing information based on context, location, time, situation, and destination.
There are no more “websites” in the traditional sense.
Fifteen-year-olds everywhere have never seen a navigation menu.
They find it more useful to think in terms of semantic data blocks: “who,” “what,” “when,” “why,” “how,” “implications”.
These blocks flow seamlessly across interfaces, the most popular being: retinal displays, voice, and dream-state learning.
{back to 2025, staring at this post}
But even in that plausible future, data will still need to be collected, curated, managed, stored, and made accessible.
As the largest CMS currently in operation, I believe we have a great hand to play, but we need to play it right.
This may be a time when we have to invest more into leapfrogging our industry than keeping up with our current competition.
The question isn’t whether change is coming. It’s whether we’ll architect the systems that make that change possible.
The post where I say that I know exactly what’s going to happen, based on history 👇
We’ve seen this story before: uniqueness always gives way to scale — until scale learns to be personalized again.
Once upon a time, everything was unique.
A spoon, a pair of shoes, a vase – when access was scarce, everything was handmade, because there was no other way.
Then we industrialized the process, democratized access, but at the cost of originality: everyone had access to everything, but everything was identical.
Lastly, we moved towards industrialized customization, where volume and cost of production are those of the industry, but objects can be unique.
If you think about it, the information industry went through the same journey.
Every book used to be written by hand, few had access, they were all unique.
Then the printing press, followed by offset printing, and later by digital distribution, made information ubiquitous, but also identical for everyone.
Although a website offers some customization capabilities via dynamic content, when we visit it, we all see the same container.
AI opens the door to the third stage, industrialized customization for information distribution.
First, we built unique things. Then we built at scale. Now we’re building scale that feels unique.
The future of information is not mass-produced content, but personalized conversations with machines who know us better than we know ourselves.
That’s it for today.
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Here on TTL, we dig into toolkits, practical tips, and effective strategies, with a focus on leadership and distributed teams (that’s what I do every day, add me on LinkedIn).
Whether you’re steering a tech startup or leading a remote team, these insights are designed to help you navigate the complexities of modern leadership.
I also publish on paolo.blog and monochrome.blog
Cheers,
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