The Cloud World

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by Merlin Mann

Thing is: the internet’s made of IP addresses, opinions, and assholes. It’s what’s there. That’s the basic equipment.

• Everything’s amplified. Except subtlety.
• Say things you believe are true.
• No one understands; no one cares.
• Never explain yourself.
• Apologize less; think more.
• Avatars aren’t people; people aren’t avatars; “friends” aren’t friends.
• Everyone thinks you’re talking to them. Seriously.
• Distinguish attacks against people from attacks against one person.
• Assume everyone is alone, drunk, and a little heavier than they’d like.
• Never argue in public. Fucking never.
• When in doubt, take it offline.
• Filter, filter.
• Embrace “hypocrisy.” It drives critics crazy.
• Remember who your (real) friends are.
• Remember who you are.
• Remember you can always stop. Anything. Any time.
• Never make lists of rules.