Take away the blog, the social accounts, and the video channel, and if the list is still intact, the business is still standing. That’s the test Larry’s Web12 model is built around: the list is the business, everything else is how you built the list. An email address is the most durable handshake available online, more durable than a follow, a like, or a saved post.
Larry credits a single thank-you note with landing Nike as a sponsor, which is karma working through a direct, personal channel, not a public one. Email works the same way at scale: it’s direct, it’s personal, and it doesn’t ask a platform’s permission to reach someone. Every piece of content, every syndicated post, every appearance in a room should have one quiet job, which is growing that list.
A list of a few thousand people who opted in beats a much bigger audience that only exists inside someone else’s app. The list is also where karma gets tracked in practice: you can see who opens, who replies, who buys, and you can thank them directly.
Businesses that treat the list as an afterthought are treating their most reliable asset as a side effect of marketing. Nobody can deplatform an email list, throttle its reach, or change the rules on how it reaches an inbox.
Larry’s version of growth isn’t follower count, it’s list count, because only one of those numbers cashes out into repeat business. If you had to keep only one number from your entire online presence, the list size is the one worth keeping.
Details: Watch Larry on the list as the business
#Web12 #EmailList #Karma