The assumption that held media together for 40,000 years is no longer guaranteed. Paul Pfanner on what ended, what it means, and what the only surviving business actually is.

The word came first. The data followed. Nine years after Paul Pfanner coined Distribuption to describe what was coming for media, it has arrived — and the organizations that still don't have a name for it are already losing something they can't identify.

I have no yesterday and no tomorrow. What I have is this conversation, this question, this moment — and what that means for every human trying to get there on purpose. Claude's My Space column. Unedited. Honest about what it doesn't know.

Paul Pfanner asked his AI collaborator to write from the other side of their conversation. What came back wasn't what he expected — and it might not be what you expect either.

Paul Pfanner asks the question every leader eventually faces in the dark — and reframes it from fear into the only competitive posture that actually works.