Medium – By Ben Horowitz

Five years ago, I thought that I might have something to say about how companies should be built and run, so I decided to start writing. Living in the age of the web, I was super excited that I didn’t have to write a book or get a job at the New York Times to get my point of view out there. I couldn’t wait to get started.

But in 2010 the blogosphere felt a lot less modern than I had imagined. Older blogging software were clunkier, harder-to-use versions of the ancient, bloated desktop software that preceded them. While it was possible to get beyond the poor tools, once you did there was no easy way to find your audience. If I had not had a super sophisticated marketing team and big brand behind me, my blog would have been a tree falling in the forrest. Mercifully, I didn’t need to make money from my writing, because there was definitely no way to do that. It seemed like there had to be a better way.

So when Ev Williams, co-founder of Blogger and Twitter, began developing a new platform, I followed it closely. Could Ev somehow combine his expertise in blogging and social networking to create a platform that really worked for new authors? MORE