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Ah here we go, the thread that coined the term
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Thread: New tools are emerging and focusing on *consumers* first. That's because consumers today aspire to become businesses tomorrow. I’ll dub this the "Enterprization of consumer."
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For those who don’t follow this stuff, Li Jin is inverting the phrase “consumerization of enterprise” which was popular in enterprise IT a few years ago, referring to such things as BYOD (bring your own device) and use of consumer grade email and apps for business.
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Costco is EofC Careful deal hunting is EofC Extreme couponing used to be a hoarding-like disease. Now it’s EofC to stretch incomes. By 20-50% often. Anytime normie consumption starts to look like systematic purchasing department operations, it’s EofC
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Consumerism transformed the economy in the 1890s, and shopping was “fun” for a century, replacing household drudgery for women with spending fun for the most part. Now shopping for fun is for the rich and occassional treat for the rest of us.
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Most consumer-grade shopping is now a household corporate function. Homes are run like small businesses now, with inventory and cash flow management beyond basic budgeting.
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Nowhere is this clearer than in healthcare. Accessing healthcare feels like major b2b contract negotiations or M&A
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Marriage should be considered a cofounding relationship. Primary shopper in the household is basically CTO/COO. Developing a consumption architecture. The primary earner is CEO/VP Product/Marketing.
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Maybe community and religious orgs need to run “marriage accelerators” for couples. Like gender-neutral couples Home Ec from past era. Pre-seed/: one or both has steady paycheck job Engagement: seed stage Marriage: series A Child: Series B Mortgage: Series D XY-Combinator 🤣
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Micromanorial economy. Maybe everybody can also have a budget “family office”, time-shared e-butler, etc.
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Hot take: tradwifery, ironic or sincere, is economically a conservative status-stop-loss downward class-mobility defense. Domestic stock buyback to take family, inc. private almost. Two-income living is increasingly a bad deal in big, expensive cities, especially with kids
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It is a better deal to have one member of a couple stay home and take over a lot of internal service and product operations that would be far too expensive to buy at market rates. Childcare is an obvious example.
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Idea: “who should quit working outside the home?” calculator for couples. It’s no longer a gender roles/cultural performance question. It’s a business decision. For many couples, it would in fact be financially a tactical stroke of genius forvthe guy to quit and be COO of home.
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Prediction: enterprization of consumption will be followed soon by the bro-ization of house-husbanding. Somebody will rebrand household work and shopping/errands as “Home hacking” or something. Cf marketing/PR —> “growth-hacking” via bro-ization.
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Bromom would be peak-bro. I’m betting beards and smart-home hacking projects with RPis will replace feminine markers of domestic authority like flagship thanksgiving dinners
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Theory: neoliberal dream is done for good, but the only way we can emerge out of this shitty ethnonationalist reactionary phase and return to a historic trend towards increasingly pluralistic globalized cosmopolitanism is to lean into the micromanorialization of households.
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The unreconstructed traditional family is the heart of the reactionary ethnonationalist project. Driving it towards a postmodern non-traditional business-like construct designed for dense urban environments and information economy is central to coming out the other side.
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