By Richard Martin, Chief Strategist, Alcera Consulting Inc.
In the digital age, many people build their careers and businesses on top of online platforms. It seems like a smart move: YouTube gives you global visibility, Instagram connects you to followers, and Patreon or Substack provide revenue streams. But what happens when the system you rely on simply disappears?
A recent case illustrates the danger. An acquaintance of mine found their YouTube channel suddenly deleted, with no clear explanation beyond a vague accusation of “spam and deceptive practices.” They didn’t understand the charge, appealed the decision, and were denied. Years of content—podcasts, short videos, audience engagement—were erased. And more than just the content was lost: the channel had been a source of professional opportunities and income.
This kind of collapse isn’t rare. It’s also not an accident. It reveals a basic reality of life in the platform economy: you don’t own the foundation you’re standing on.
The truth is that no one is entitled to keep their spot on a private platform. These services operate under their own rules. They can change those rules at any time. They can interpret them however they want. And they can revoke access without explanation. When someone builds their entire professional identity inside a platform’s ecosystem, they are one policy update—or one algorithmic mistake—away from losing everything.
Despite the language of “community” and “creator economy,” these platforms are not neutral arenas. They are privately run systems, and users are never more than tolerated guests. The platforms may be open to all, but they are accountable only to themselves.
This runs counter to the common idea that digital tools have democratized opportunity. In some ways, they have. But they’ve also created a kind of hidden fragility. Many creators don’t realize that their connection to their audience and their income is mediated by a company that owes them nothing.
What’s the alternative? Diversification is one step: don’t build everything in one place. Control your own website, email list, or direct distribution channels. But deeper than that, we need to think more carefully about what it means to have control over the tools we use. Systems built on openness, interoperability, and real user control may be harder to use, but they don’t evaporate when someone else changes the rules.
In the end, the digital world rewards convenience. But when convenience becomes dependency, it’s no longer a tool, it’s a trap. The lesson is clear: If you didn’t build the floor yourself, don’t be surprised when it disappears beneath your feet.
About the Author
Richard Martin is the founder and president of Alcera Consulting Inc., and the creator of The Strategic Code—a doctrine for leaders navigating volatility, constraint, and conflict.
His mission is simple: equip leaders to exploit change and achieve strategic coherence. Through his advisory work, writing, and tools, he helps senior decision-makers see clearly, understand deeply, and act decisively in high-stakes environments.
Richard is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles, and the developer of Strategic Epistemology and Worldview Warfare—frameworks that decode the beliefs, values, and power structures shaping strategic action in a contested world.
www.exploitingchange.com
© 2025 Richard Martin
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