I've always been more interested in people and culture than I am in technology. Technology is an enabler of both people and culture, all three interact with + influence each other but culture is the one I get really obsessed by; the norms, the rituals, the mental models and so much more that we use to build and interpret the world.

And the cultural shifts in tech right now are deafening and dizzying.

Where to even begin?

Not at Zuck's free speech community note video because it's only been an hour and I need more time to make sense of all the implications.

Over the break, I kept seeing tweets of this super cool little technicolour Tetris GameBoy with Tetris on it built by Palmer Luckey (wish I'd bought one). It felt like the physical embodiment of the "you can just do things" meme to be a unicorn hardware founder followed by a unicorn defence founder churning out wildly cool side projects at the same time.

It made me think about categories. Not just fintech, SaaS etc but even B2B and B2C themselves.

What does it mean to be "B2C" or "B2B"? Do these truly exist anymore?

Of course, many companies have a business model that rests on making money out of one group but categories exist beyond that; think brand, tone of voice, persona. Again, it's a mental model used by customers, hires, investors, and even by you as a founder.

(And it's a mental model with implications; eg Ellipsus are building Github for writers, which is both a brilliant narrative violation in an era of shallow AI writing tools and absolute kryptonite for most European investors who are terrified of B2C in all forms)

So many B2B companies have the brand, taste and style of ~high consumer.

It would be easy to look at the homepage for dev/agents, a next-gen operating system for an agent-first internet, and think it's a B2B developer tool - between the beautifully nerdy name and site's easter eggs.

Leaving aside larger questions of how companies make money (let's not forget the SaaSpocalypse is also upon us; adverts are dying; I am trying to get my head around all the exciting new business models for the next internet) the categories just don't FEEL like they work anymore.

Anymore than "X is a fintech" works for all but the most basic of ideas.

Defence founders build GameBoys.

You can just build things.

But how do you help the world understand what you're building?