The incentives are broken.

I’m just a regular guy with a family, living in the U.S. I had known things were broken for a while, but a few months ago I asked myself: Why did education, banking, healthcare, politics, food, and news all break at the same time?

Was there a single problem common to all of them?

The answer didn’t come to me immediately. But I was walking around a lake one day and the insight hit me: It’s incentives.

I kept pulling on that thread until I found the root cause: The “Phantom Customer.”

In almost every industry today, you are no longer the one buying directly from the producer. There is now a “Phantom Customer” in the middle of almost every transaction—an insurer, an advertiser, the government. Because they are the ones paying the bill, the system is designed to serve them, not you. This is what has distorted everything.

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