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How to create meaning and value in the metaverse – Source

Tech companies are currently stumbling over themselves to see who can make a bigger bet on the metaverse. However, beyond a massive financial commitment, exactly what it will take to win is still largely unproven. Will it simply be a “copy and paste” of the current digital landscape? Will our ad-filled 2D screens simply morph into privately owned virtual worlds overflowing with 3D ads? I think we all hope for something more. In the end, brands that actively try to right what the social web got wrong, and embrace the unique attributes of the new medium, will develop winning metaverse strategies.

The metaverse is so alluring in part because it gives us a chance to fix much of what we got wrong with the current version of the internet. The reality of the social web is that while it added a “write” component to the original web’s “read” functionality, it’s still primarily a publishing and consumption tool with only the most basic forms of interaction built in. The…

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