At times, the European Court of Justice, the Ministry of Justice, countless editorial offices discuss only one topic: the data of the self. How much more of this type of data do companies want to collect? What do they intend to do with the billions of dossiers? Where will they be stored? To whom, if anyone, are they allowed to pass them on, and who “owns” these data sets that have transformed us all, without our realizing it, into transparent individuals and brought us digital twins? Meta has currently about 2.9 billion users and their data. 2.9 billion data of people that Meta uses, collects and differentiate every day as core business. How does Meta earn money, a company whose market capitalization is $ 629,500,000,000? What does this company do, a company that doesn’t have a single manufacturing plant? It doesn’t produce anything concrete – all this company does is: networking. As byproduct the company analyze the profiles of its customers and sells them to wealthy inquisitive providers. Of course, the „me „s also gets something in return – namely free services such as advertising banner, WhatsApp, Instagram… also royalty-free tools and ecosystems, on which Meta customers leave their data and where these – from Meta collected data – are polished up to this very “I”.
What motivates these 2.9 billion Meta users between the ages of 13 and 100 to offer themselves as „merchandise“ on Facebook? What motivates Meta users to sign a „set of rules of procedure“ comprising 30 densely written A4 pages, and thus to entrust various use rights to Meta? What motivates these people to reveal and give away their own identity? What encourage them to publish their most intimate thoughts on this platform? There is only one answer to this: they are driven. Their ego is only a real one if it is recognized as such by others and when they feel to pertain to a community of a lot of friends. A simple 629,5‑billion-dollar secret. One that you can take advantage of if we consider the following: Only that which supports, builds, underpins, frames, reinforces or embellishes this ego will be consumed.
In fact, we could have known this a long time ago. Back in the 1970s, experts at the American Gallup polling institute found out that 96% of 500 students who were given a pen wrote their own name with it. The first thing 447 out of 500 students did when they saw a map was to look for their hometown. So, they were doing nothing more than underlining their ego, nurturing it, and serving its needs.
If you as a supplier want to sell something to your group today, the path to the checkout leads through the differentiated ego of your micro-target group. Anyone who recommends something different to you is deceiving himself.
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