When you have an idea, a thought, or a problem you want to share, where do you go?

If you have a friend with shared context, or you know the people whose advice you trust there, great. You can reach out to them directly.

If you have a picture and you think it has universal appeal, or you have a Tweet, and think it has universal appeal, you can post it - sharing it with all of the people you know.

But if you have a problem, or a situation, or a nuanced idea, and you're not sure exactly who will be able to help or who will be interested, what do you do? Some of the more courageous / influencer-types of us still post it on Twitter, or publish the writing to a blog.

But think for a second--of all the people who see it, what percent actually care? In most of these situations, when you're dealing with something specific: very very few. Fewer than 5%, I'd say.

To recap your options: you reach out to select individuals you know, you reach out to nearly all the people you know, or you choose not to share it at all.

And then think about the number of situations where the thing here is something pretty important. Everyone in their lives knows the feeling, at some point or another, of struggling with something unique, and not knowing who to turn to. A tough breakup, a mental health issue, a physical health issue, a work conflict, anything that feels unique.

When in these situations would it ever feel natural to blast your thought to everyone you know all at once?

There's about to be a revolution in how people are able to share their thoughts/situations as/more drastic as the advent of double-blind matching in dating.

In person, you used to have to declare your interest and fear rejection. For better or for worse, now, you don't have to. Double blind matching means there's no possibility of perceived rejection. It proliferated the number of matches.

Similarly, what if you could send a thought and guarantee that the only people who see it are people who care? People who share interests or can help you? It seems like a magical, targeted kind of sharing process.

But it exists. Businesses, currently do it all the time. If I mention a pair of sneakers to a friend, then step away and check my Instagram feed, I'll see them. Businesses can target the people who may be most interested in their products. And at the moment they may be most interested. Individuals on the other hand, who are sharing thoughts that could benefit others immensely, who relatively no way of reach those particular other people. Businesses' have extraordinary infrastructure for reaching the people who care (advertising infrastructure). Individuals have close to none. Word of mouth & social media broadcasting.

But, now, the technology that's enabled businesses (big entities with marketing budgets) to target the most interested customrs now is becoming more accessible.

Distribution infrastructure for individuals: to share meaningful thoughts with the people across their extended communities who understand, and to receive the thoughts/people whose situations they understand and care for--is on the horizon. A new paradigm for sharing, between messaging and broadcasting, and more effective than either. Rather than posting, it's a kind of firing- igniting, releasing, casting.