While the garden inside their walls grows more verdant, the space outside of them slowly becomes a wasteland.
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"When information is cheap, attention becomes expensive" — James Gleick, The Information
The term "Walled Garden" describes how tech platforms such as Amazon, Facebook, or Google build their own closed-off data ecosystems, independent from the rest of the internet.
Small online business owners who today choose to build on these platforms expose themselves to a unique set of risks. They place themselves in a position where they don't control access to their audience.
Without a firm understanding that access to our audiences often lies entirely in the hands of these platforms, we gamble building on shaky foundations — over-reliant and over-exposed to the policies and decisions of an entity that, ultimately, doesn’t put our interests first.
From diminishing returns for post visibility on Facebook, cut-throat business practices affecting marketplace sellers on Amazon, or the ever-shifting goal posts of the development of Google’s search algorithm, history has so far yielded plenty of examples. And as the garden inside their walls grows more verdant, the space outside of them slowly becomes a wasteland.
Hedging this risk requires a broader understanding of how these Walled Gardens have amassed so much power in the first place. It's important to know what you're up against.
Luckily, there's a simple explanation for how the current online business environment works.
In this article, you'll learn where opportunity exists outside of social media platforms with diminishing returns, and how email represents a unique exit strategy from these current challenges to growing a business online.
Read Platform Risk & the Walled Gardens
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Matt
Symbios Growth Automation
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