Toward dApp$, via 1) my Amazon-/VC-praised design that’s based largely on big successes of the 1.0

Summary (details follow, including links to said praise)

Said design:

  • will yield a next-gen variant of LinkedIn/Github
  • fixes the fatal flaw of 2003 “sensation”
  • centers on my designs of 1) a market for the advertisement spaces on solo-blogger blogs (e.g., portfolio blogs), 2) a digital/crypto currency (cash transactions will be supported also)
  • can be thought of as a design of a next-gen variant of (LE was acquired by Microsoft for ~$250M in 1998)

Prices in said d/c currency will contain/reflect only truthful peer ratings of work samples. Ratings of this kind are a top predictor of work performance, according to a much-cited meta-analysis of 85 years of personnel-selection research (4555 citations as of August 9, 2018) [1]. Other top predictors of work performance are often unavailable (e.g., test results). So prices in the d/c currency will be ideal for ranking people within individual job/skill categories.

[1] From 2015 book Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead:

. . .

From the Schmidt-Hunter paper linked to above:

— Re: implementations of said market and d/c currency by my planned startup will yield a LinkedIn variant —

Said rankings will make it much easier for Jane Q. Upwardly-Mobile to identify others who (can) best complement her (ditto for John Q.).

— Name of my planned implementation —


— Re: Adver-ties will be VERY popular with employers and recruiters (ERs) seeking blockchain-savvy software developers (BSDs) —

From a July 31, 2018 article on the website of Application Development Trends magazine:

Freelancing Web site Upwork said blockchain is again the hottest technology on its quarterly skills index, marking the first time a skill has ranked No. 1 twice.

— Re: Adver-ties will be VERY popular with BSDs —

Again, Adver-ties will be “open data” (as a means of maximizing the disruptiveness of Adver-tiesCo). BSDs will be able to leverage this data to create many dApps. In particular, dApps that help ERs benefit from the data. Developing a dApp that’s popular with ERs can only help to create a seller’s market for one’s services.

Said innovation of mine + my associated expertise = Adver-tiesCo will:

  • EXCEL at helping BSDs raise money via equity crowdfunding, an ICO, etc.
  • operate as a next-gen variant of ConsenSys (i.e., as a next-gen “spin-outlaunchpad)


Harness the power of [the] Ethereum [blockchain/platform] . . . ConsenSys is a global formation of technologists and entrepreneurs building the infrastructure, applications, and practices that enable a decentralized world.


Spokes operate as subsidiaries of ConsenSys. Teams are fully salaried at market-competitive rates and also receive Hub equity. Once the Spoke reaches an appropriate stage of development, they can choose to “spin-out” and operate as their own independent entities.

So Adver-ties will be VERY popular with top BSDs.

So Adver-ties will attract most/all ERs seeking BSDs.

So . . . VERY popular with all BSDs.

— More re: Adver-ties(Co) will create many opportunitie$ for BSDs —

Maximizing said predictiveness of said prices will equate to maximizing the information-efficiency (IE) of Adver-ties (i.e., maximizing the speed at which new information “enters” said prices).

A market’s IE is maximized by traders (i.e., by market participants who transact to profit from perceived mispricing).

Many traders at Adver-ties will be able to parlay a track record of profitable trades (e.g., using d/c currency) into a (lucrative) job as a recruiter of BSDs.

Traders . . . dApps . . .

Said prices will be an antidote to the epidemic of influencer-marketing (IM) fraud.

So Adver-ties will attract ERs of influencers . . .

So . . . attract (future) top influencers (e.g., people who’ll become influential via Adver-ties) . . . most/all ERs of influencers . . . most/all (aspiring) influencers . . .

Many traders will be able to parlay . . . lucrative job as a media-planner/-buyer . . .

IM equates to crowdsourced marketing . . .

Adver-ties will add value to MANY crowdsourcing efforts beyond IM . . .

B$Ds who increase companies’ ROI from crowdsourcing . . .

From 2017 book Machine, Platform, Crowd: Harnessing Our Digital Future, co-authored by two MIT professors:

For the crowd, the counterpart is the core: the knowledge, processes, expertise, and capabilities that companies have built up internally and across their supply chains . . .

Over and over again, the recognized experts of the core see their performance beaten by uncredentialed and conventionally inexperienced members of the crowd.

From 2018 book Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy, by a technology analyst who has a track record of “moving markets”:

[B]lockchain technology offers a credible and effective means not only of cutting out intermediaries, but also of radically lowering transaction costs, turning firms into networks [my emphasis] . . .

Popularizing Adver-ties will be foundational for launching and popularizing complementary markets (e.g., for AI and customized education) . . .

MANY lucrative niches for BSDs . . .

From 2014 book Complexity: A Very Short Introduction:

Niche formation through co-evolution

. . . When we look at realistic niches, whether they be market niches . . . we see a complicated recirculation of resources and signals [e.g., price signals] . . .
How did this complex network of interactions evolve?

The short answer is co-evolution through recombination of building blocks [e.g., open-data blocks]. . . Cascades of increasingly specialized agents result [my emphasis]. As is nicely described by Samuelson in his classic text Economics, there is a multiplier effect in cascades . . . The multiplier effect in a typical cascade may be 4 (or more), indicating that the initial payment has the effect of four separate injections of cash . . .

The multiplier effect that accompanies the re-use of resources in a cascade typically drives the occupants of a niche to increasing specialization.

From Machine, Platform, Crowd:

The Magic of Markets, the Purest Crowds of All

Large collections of information like libraries and the web are obviously valuable because we can consult and learn from them. Many crowd-created collections have another benefit: as they accumulate the contributions of many people, they spontaneously generate new kinds of knowledge [e.g., new open-data blocks, new price signals (my emphasis)]. This is a kind of magic that actually happens, all the time.

. . .The first person to clearly point out this benefit, and thus to become a kind of patron saint of the crowd, was the Austrian economist Friedrich Hayek in his 1945 article “The Uses of Knowledge in Society.”

. . . Hayek’s paper, which anticipated many of the ideas of what would coalesce into complexity theory later in the twentieth century [my emphases] . . .

Links to said praise for my design of Adver-ties (cached) (I’m Frank Ruscica.)

Re: the links are from 2005

My focus from 1992 to 2005 was leveraging computer science, IT and data science to expand opportunity and customize education. Products of this focus:

  • my design of Adver-ties
  • ~95% of my current business plan for leveraging Adver-ties to establish/own the Amazon of AI and customized education

Since 2006 my focus has been developing said disruptive innovation.

Re: Adver-ties will be a next-gen variant of Github

From a September 2016 article on the website of Harvard Business Review:

How can companies get a better idea of which skills employees and job candidates have?

. . . One potential model is GitHub.

Title of a June 2018 article on

Why [Microsoft-owned] Linkedin + GitHub profiles could be the hidden gem in $7.5B Microsoft acquisition [of GH]

From the HBR article:

Ideally, this [desired variant of GH] would also be a social network and e-portfolio, allowing an employer to see samples of work and trust that the skills presented had been validated by others (The social component of GitHub is important to underscore because other developers validate and consume another developer’s work. This contrasts starkly with the “skills” — if we can call them that — that users can tag so quickly on LinkedIn, such as “higher education” or even “ninja”).

Re: Adver-ties will be a debugged version of

From a 2003 article on

The latest sensation that’s grabbing the attention of netizens is BlogShares . . . an online stock market in which you get to speculate on the future of your favourite blogs. . . . Every player gets 500 BlogShare dollars upon signup.

. . . How you play BlogShares depends on what you want from it. For some, the objective is to get their blogs on the Top 100 Index.

. . . At the end of a three-week phase of beta testing, there were a staggering 40,000 listed blogs. Over 5000 active players carry out thousands of transactions every day . . .

Re: the fatal flaw of BlogShares

The price mechanism was easily gamed. From the article:

[Inbound] links are the assets that drive valuations.

Re: Adver-ties will be a next-gen variant of

From the November 1998 article in The Wall Street Journal titled “Microsoft Buys LinkExchange For About $250 Million in Stock”:

LinkExchange . . . places ad banners on about 400,000 Web sites, though many of those sites are obscure personal home pages [e.g., blogs] . . .

LinkExchange, founded in 1996, has taken a unique approach that has allowed it to grow its network of sites very quickly. The company allows member Web sites to advertise for free on other sites throughout the LinkExchange network — provided they agree to return the favor.

Re: blogs are still popular (e.g., more popular than LinkedIn)

From the 2017 State of the Creator Economy report, published by Izea:

Other precedents for Adver-ties

  • Google’s PageRank search algorithm (first use of hyperlinks to inform search results)
  • Peer assessments associated with popular MOOCs (massively open online courses)

PageRank 1.0 was based on insights from social network analysis that were decades old when PageRank was conceived. (Similarly, LinkedIn et al. could’ve productized said personnel-selection research long ago.)

From a 1998 paper co-authored by Google’s founders:

There has been a great deal of work on academic citation analysis [Gar[19]95]. Goffman [Gof71] . . .

Number of search engines launched before Google: 20.

From 2013 paper “Tuned Models of Peer Assessment in MOOCs,” co-authored by several employees of MOOC provider Coursera ($210M raised):

Peer assessment — which has been historically used for logistical, pedagogical, metacognitive, and affective benefits . . . — offers a promising solution that can scale the grading of complex assignments in courses with tens or even hundreds of thousands of students.

More re: the business case for Adver-ties

From an April 2017 article written by a “former Director of Engineering / Data Science at LinkedIn”:

How could LinkedIn be disrupted?

. . . LinkedIn doesn’t know whether you are good at what you do.

Ask recruiters and hiring managers what they don’t like about LinkedIn, and many will complain about how hard it is to determine which candidates live up to their profiles.

. . . LinkedIn’s weakness is a new entrant’s opportunity.

A new company . . . needs to directly address LinkedIn’s weakness by establishing robust signals of what people are good at.

Opportunity #1: Assess people’s skills.

. . . The harder problem will be establishing credibility for those assessments.

. . . Opportunity #2: Create a reputation ecosystem with aligned incentives.

. . . Endorsements and reputation should be skill-specific.

Re: monolithic BigCos will clone Adver-ties (e.g., will provide a closed-data variant)

My design of Adver-ties isn’t patentable.

Adver-ties will facilitate A LOT of socializing. Keywords: flow, the state of mind that enables top performance; flow via collaboration — “group flow” — often sparks romantic attraction.

So Facebook can be expected . . . (e.g., for Facebook’s upcoming dating service).

Again, Microsoft owns LinkedIn and Github . . .

The prospect of owning the Amazon of AI and customized education . . .

Re: Adver-tiesCo disrupting monolithic BigCos (part 1 of 2)

Keys will include:

  • developing software that complements Adver-ties
  • systematically spinning-off the product groups that develop the complements [1]
  • EXCELLING at helping these spin-offs raise money via equity crowdfunding, an ICO, etc.

This spinning-off and excelling will make joining one of said groups MUCH more attractive to TOP devs than working at any monolithic BigCo that clones Adver-ties. Via attracting TOP devs: top complements of Adver-ties . . . more Adver-ties users . . . Adver-tiesCo attracts more TOP devs . . . more top complements . . .

From a 2014 article:

“One top-notch engineer is worth 300 times or more than the average,” explains Alan Eustace, a Google vice president of engineering.

[1] Each spin-off will continue to develop its complement(s).

— Re: said excelling at helping —

Will equate largely to excelling at creating, writing and producing startup comedies (SCs). Details about SC:

Other uses of an SC: marketing, customer showcasing.

The first SC

My serial novel that:

  1. showcases my design of Adver-ties
  2. is designed to turn readers into equity-crowdfunders of Adver-tiesCo
  3. features a defining relationship-comedy premise for our time (i.e., is the first flowmantic comedy)
  4. is ~200 pages (another 50–60 have been researched and outlined)
  5. is titled Post-Romantic Comedy: A Startup Comedy
  6. will raise awareness of 6.1) Adver-ties, 6.2) complementary dApps, 6.3+) . . .
  7. features a “set-up subplot” that will yield two KEY spin-off SCs
  8. will disrupt companies that clone Adver-ties
  9. is online at
  10. . . .

For details re: 3, 7, and 10+, see the prologue of PRC.

Re: PRC is a product of my focus since 2006

Title of a 2007 paper in The Journal of Creative Behavior:

Ten Years to Expertise, Many More to Greatness: An Investigation of Modern Writers.

Comedy opener of PRC

“Nine states,” I said, “have legalized recreational marijuana. A lot of partying happens away from home. Smoking weed gives people the munchies. Many popular nightspots don’t serve food. So there is greenfield opportunity at the intersection of mobile storage, weed storage, and food storage. Specifically, opportunity for SC [i.e., a fictional version of Adver-tiesCo] to patent the process of outfitting a shirt pocket or pants pocket with a Ziploc.”

Rashida’s eyes widened for an instant. Then her lips formed a thin smile.

“I see you’re worried about developing laugh lines,” I said. “You shouldn’t be. Laugh lines are no match for modern cosmetic surgery. After all, cosmetic surgery is getting so advanced that, soon, it will be a simple matter to make a woman’s face after surgery appear completely different than her face before surgery.”

Then I tried to appear struck by a flash of insight.

“Which means,” I said, “that soon millions of Caucasian women will find it impossible to get a date! Unless . . .”

I picked up the handset of my desk phone, then appeared to dial an extension.

“It has come to my attention,” I said into the handset, “that SC can profit obscenely by purchasing the rights to develop and market the only DNA test that enables a woman to prove she is not Lorena Bobbitt!”

Rashida laughed.

I restored the handset to its cradle, then used my laptop. A new presentation slide appeared on the wall-mounted screen:

From a 1978 article in The New Yorker:

“When it comes to saving a bad line, [Johnny Carson] is the master” — to quote a tribute paid in my presence by George Burns.

. . . One sometimes detects a vindictive glint in Carson’s eye when a number of gags sink without risible trace, but [Tonight Show writer Pat] McCormick assures me that this is all part of the act . . .

— End of the comedy opener —

Precedent for SC

From the December 8, 2015 issue of a newsletter about podcasts:

Gimlet, your friendly neighborhood podcasting company that narrates its own emergence [on its podcast titled StartUp] . . .

[A]ccording to the StartUp episode that dropped last Thursday, Graham Holdings invested $5 million into the $6 million round [raised by Gimlet], with the remainder split between some existing investors upping their commitment and a crowdfunded pool [via StartUp listeners] that was mediated through Quire, the equity crowdfunding platform [my emphasis] . . .

Precedent for excelling at SC

Alloy Entertainment is the book packager that was acquired for $100M in 2012 by the Warner Brothers Television Group. Re: Alloy, via a 2009 article in The New Yorker:

More re: the making of PRC

From the prologue of PRC:

I have what some neuroscientists call comedy-writer brain (i.e., my neuroanatomy enables non-conscious processes of my brain to reliably identify remote associations). My business insights are products of my longtime focus on maximizing the likability of my comic persona [1].

. . . [1] From 2007 book Conversations with Woody Allen:

At their best, jokes are a vehicle to present a character. When I started out [as a stand-up comedian], I thought just the opposite. . . . But Jack Rollins [a longtime manager of many top stand-ups] kept saying to me, “You have it backwards.” . . . [T]he jokes become the way for the person to display a personality or an attitude.

The male lead of PRC is based on my comic persona.

Re: PRC will yield GREAT spin-off SCs

From the prologue of PRC:

The Grail [for Adver-tiesCo]:

  • providing loans to AI [and customized education (CE)] consumers
  • learning continuously as a means of lowering the interest rates of AI[/CE] loans

. . . Re: the 1.0 flowmance of PRC

Pairs fictional co-workers at MOS [i.e., my/our startup] who collaborate on the fictional making of The Wired, a fictional variant of 2002–2008 HBO series The Wire (“routinely called the best television show ever”). TWd is set in the near future, and depicts a next-gen variant of the poverty trap depicted on TW. The trap in/on TWd derives from anti-competitive regulation of the AI-CE industry.

From 2010 book The Master Switch: The Rise and Fall of Information Empires:

“Again and again in the histories I have recounted, the state has shown itself an inferior arbiter of what is good for the information industries.”

“Most of the federal government’s intrusions in the twentieth century were efforts at preventing disruption by new technologies . . .”

“The federal government’s role in radio and television from the 1920s through the 1960s, for instance, was nothing short of a disgrace. . . . Government’s tendency to protect large market players amounts to an illegitimate complicity . . . [particularly its] sense of obligation to protect big industries irrespective of their having become uncompetitive.”

[The making of TWd will be central to the second $pin-off from PRC.]

— End of the excerpt from PRC —

Re: Adver-tiesCo disrupting monolithic BigCos (part 2 of 2)

The faster the basis of competition re: Adver-ties shifts to SC, the worse it will be for Facebook, Microsoft, etc.

So Adver-ties will be “open data” (e.g., the transaction log will be accessible via a public blockchain).

Re: Adver-ties will stay open data: A clone of Adver-ties could be coded in a week or two.

From a 2015 article on

Most people have a vague idea of the the story of Facebook’s origin: It was initially built by Zuckerberg in a week when he was a student at Harvard . . .

From a different 2015 article on

Frind told Business Insider he started Plenty of Fish in 2003 “as a way to improve my résumé.”

“At the time there was a new programming language called ASP.NET, and I don’t like reading books, so I just went and created the site in two weeks, and then people started signing up, much to my surprise,” he said. “And it blew up from there.[”]

From a 2007 article on

Plenty of Fish, a leading online dating site that is run by a single person [i.e., Frind had no co-workers from 2003 to 2007] . . .

From the latter 2015 article on

Plenty of Fish sold to Match Group [in July 2015] for $575 million in cash.

Re: many traders at Adver-ties will be able to parlay a track record of profitable trades (e.g., using d/c currency) into a (lucrative) job as a recruiter of BSDs

Companies want maximum bang for their hiring buck (i.e., hire undervalued talent, avoid overvalued).

So companies want to hire (aspiring) recruiters who have a proven ability to identify misvalued BSDs (e.g., proven via buying and selling ad spaces on the portfolio-blogs of BSDs) . . .

Re: influencer marketing (IM)

See the prologue of PRC.

Re: Adver-ties will add value to MANY crowdsourcing efforts beyond IM

See the section of titled “More re: Adver-ties will facilitate IDEAL matches”.

Re: Amazon of AI and customized education

See the prologue of PRC. Excerpt:

Praise for my 1.0 design of a LinkedIn variant

From a 2004 email sent to me by’s first Director of Personalization:

Frank, I just spent about an hour surfing around your website with a bit of amazement. I run a little company . . . We are a team of folks who worked together at developing that company’s personalization and recommendations team and systems. We spent about 1.5 years thinking about what we wanted to build next. We thought a lot about online education tools. We thought a lot about classified ads and job networks. We thought a lot about reputation systems. We thought a bit about personalized advertising systems. We thought a lot about blogging and social networking systems [my emphasis]. . . . I guess I’m mostly just fascinated that we’ve been working a very similar vein to the one you describe, without having a solid name for it (we call it “the age of the amateur” or “networks of shared experiences” instead of CLLCS [i.e., customized lifelong learning and career services], but believe me, we are talking about the same patterns and markets, if not in exactly the same way). Thanks for sharing what you have — it’s fascinating stuff.

Praise for my early work on customizing education

From a 1998 email sent to me by the then Manager of the Learning Sciences and Technology Group at Microsoft Research:

Frank, you are a good man. Have you thought about joining this team? Your only alternative, of course, is venture capital. But their usual models require getting rid of the “originator” within the first eighteen months.

— End of excerpt from PRC —

Re: Adver-ties ASAP, partly via TOP comedy talent

I’m one hop from Chris Rock, Tiffany Haddish and several/many other big names in comedy. Specifically, I’m in contact with a 2x winner of an Emmy for comedy-writing (19x nominee) — Jeff Stilson — whose Rolodex contains said names. Jeff and I met in the late 1990s, when his agent wanted him to look into “dot-comedy” and I had some early ideas. I reconnected with him recently, not least because he’s the only comedy pro who knows that my tech entrepreneurship has always been partly a means to a comedy end.

So, if BSDs et al. encourage Jeff via Facebook . . .

Jeff and I aren’t FB friends, but my messages go to his inbox . . .

So he’ll see your message(s) . . .

Then maybe . . .


Thoughts? Questions?

Whew! :-)

Hayden P.

A blockchain and cryptocurrency enthusiast

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