The Meta Problem: Will Facebook’s New Category & Brand Work?

Facebook and Zuck say they want to create a new category of human connection. But they have demonstrated over the years they don't truly understand human connection—or know how to honor it.

Category Pirates is a paid newsletter. Each week, we publish a “mini-book” on category design and how to see the world through a category lens. Our “mini-books” are for entrepreneurs, executives, investors, marketers, writers, and creators who want to create new and different futures, move people FROM “the old way” of doing things and introduce them to …