Sometime in 2024, I fell in love with watches. The good, expensive kind. I was down a YouTube rabbit hole for something else and ended up in a watch-watching rabbit hole instead. Teddy Baldassarre. Kevin O'Leary. John Mayer's collection. I started making grand plans. But as with any decision in my life that involves spending a significant amount of money, I delayed the purchase as long as I could.
Meanwhile I went deeper. My YouTube was only watch videos. My Insta explore page was only watch reels. I was in love.
Then a friend I never thought would be into watches started posting about them. Then a couple of influencers who had never once mentioned watches, whose audiences couldn't care less about watches, started posting too. It didn't look paid. It looked like genuine love, which was the weird part.
Then I saw the pattern. Everyone around me who had suddenly discovered watches had the same profile as me: same age, same circle, same assumed income, same life stage. We hadn't found a passion. We were a TG with wrists.
Instantly, I fell out of love.
I retraced my steps. I had been reading a lot about equities, finance, numbers. Enough for the algorithm to figure out I could be sold watches as an asset class disguised as good taste. And I'm fairly sure everyone around me got the same treatment.
Here's how it works. First the recommendation engine gets you. Then performance marketing takes over. Then the feeds of your entire circle hit resonance, and FOMO finishes the job. True for recent watch lovers. True for recent coffee machine buyers. True for any trend where people who look like you all buy the same thing in the same year.
Who benefits? The platforms. Nobody at Instagram sat in a room and decided I should like watches. The machine just optimises for watch time, and it's very convenient that the things that hold a man in his 30s' attention cost as much as a hatchback. More watch time, more brands who need to reach that interest, more ad money. The platform gets paid whether you buy the watch or not.
The other winners are the early movers, the people who genuinely loved the craft before the rest of us got enrolled. In investing terms, they get to dump their interest on retail. They become the influencers, launch the product lines, land the brand deals. Teddy Baldassarre has a watch store now.
And the asset class part? Most watches lose value the minute you wear them out of the store. Even the hyped ones had been sliding on the resale market since 2022. So in 2024, I wasn't getting in early. I was being recruited after the top. I was the retail.
So these days I look out for the next planted interest and find the people who were there before the algorithm arrived, because capital will flow through them. Partner early and you can capitalise a little. Yes, I know. My response to discovering the scam is to ask for equity in it. Or at least profit from it.
How do you protect yourself from being planted? Every time I feel a new want, I ask how I felt about it at 13 or 14. Did it make me go, "one day I'm going to get that"? For me that's cars. Something beautiful would pass me on the road and it would actually take my breath away. And sneakers. Just walking into a shoe store made me happy.
Was 13-year-old me also brainwashed? Obviously. By car magazines and Nike ads. But a want that has survived all these years with nobody retargeting me has earned its place.
So now I run every want past my 13-year-old self. Because my adult self is heavily compromised.
I resigned from Anthropic today. I spent the last three years doing pretraining research at both OpenAI and Anthropic. Neither company is acting responsibly. They are racing straight to self-improving superintelligence and gambling with our lives. More thoughts below.
Hi @dtptraffic,
Severe congestion at Barapulla Flyover. I’ve been stuck here for the last 30 minutes and am on my way to the airport. Could you please assist and help clear the traffic?
Most of these Gen-Z stereotypes are about the youngsters who don’t need to support their families, coz their parents are well off.
People who have to support their families behave exactly like the previous generation.
It’s been a minute.
2015–2018
- Exited FreeCharge. Spent time learning and investing.
- Pondered about: Why can't trust be rewarded? Started with $1M of personal capital.
- Launched CRED to reward people for paying credit card bills on time.
2019–2025
- Built a system run by a team that values ownership, judgment, and craft.
- Grew from 0 to 17M members by aligning incentives with behaviour.
- Built several products during COVID lockdowns.
- Raised $900M+ from global investors. Did 4 ESOP buybacks.
- Made Indiranagar and IPL ads slightly more interesting.
- Received a full stack of regulatory licences.
- Lost 35 kilos.
- Scaled from 0 to ~$325M ( ~₹3,200 crore) in annual revenue across payments, lending, insurance, commerce, wealth, and credit cards.
2026
- First profitable quarter (yet occasionally asked what our business model is)
- Raised another $900M from Meta in primary and secondary capital.
- Announcing our 5th ESOP buyback.
Today
CRED is ready for its next phase. I am stepping back and @miten steps in as interim CEO, partnered with an incredibly talented team. He has been heading strategy and finance and suffering me since 2020. I’m stepping away from the operating role and will continue as a shareholder. My commitment doesn’t change. Just the role.
Extremely grateful to our members, partners, regulators, and investors who made this possible. And to our board, Shailendra, Micky, Saurabh for their extraordinary conviction.
Team CRED, I’ll still expect you to be a 10x version of yourselves.
As for me, I’ll be joining Meta to lead WhatsApp globally.
Meta comes in as a minority investor in CRED. No access to member data.
While it’s come very far, the delta between WhatsApp today and its full potential is massive. I look forward to working with Mark, Chris, and the leadership across Meta for the next step in WhatsApp’s journey. Will, thank you for scaling something the world relies on quietly, and for making this transition smooth.
Onwards.
@porterit_ You’re still missing the point. This was never about the compensation. We chose Porter relying on your name and credibility, but the movers & packers service has shown a serious lack of professionalism, coordination, and efficiency. Better to establish proper controls and service
@porterit_ @pranavgoel1989
Apparently, you should shut down your packers & movers service if this is the level of professionalism you offer. Point-wise issues faced today:
• Team arrived at 1 PM — it is now 10:15 PM and the shifting is still incomplete.
(1/n)
@porterit_ @pranavgoel1989
Apparently, you should shut down your packers & movers service if this is the level of professionalism you offer. Point-wise issues faced today:
• Team arrived at 1 PM — it is now 10:15 PM and the shifting is still incomplete.
(1/n)
What exactly am I paying ₹15,000 for? This was hardly a 3-hour task that local movers could have completed professionally for ₹5k
If you do not have the operational capacity and rely entirely on untrained 3rd parties, then please stop offering these services altogether. (5/n)
@porterit_ @pranavgoel1989
Apparently, you should shut down your packers & movers service if this is the level of professionalism you offer. Point-wise issues faced today:
• Team arrived at 1 PM — it is now 10:15 PM and the shifting is still incomplete.
(1/n)