The Platform Risk
Building a Business That Survives Algorithm Changes
The Platform Risk Framework
Every platform you don't own is a risk.
But avoiding them entirely isn't realistic.
The solution is strategic diversification.
Here's how to build anti-fragility.
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Step 1: The Ownership Audit
List every platform driving your business:
Social media channels
Marketplace listings
Third-party tools
Payment processors
Email providers
Now categorize by risk level:
High risk: You have no control
Medium risk: You have some control
Low risk: You own the relationship
Most businesses are dangerously top-heavy.
Step 2: The Three-Layer Defense
Build your business like a pyramid.
Layer 1: Owned Assets (Foundation)
Your website
Your email list
Your customer database
Your content archive
Layer 2: Controlled Platforms (Middle)
LinkedIn company page
YouTube channel
Podcast platform
Newsletter platform
Layer 3: Rented Platforms (Top)
Social media profiles
Marketplace listings
Third-party directories
Advertising platforms
The foundation carries the weight.
Not the top.
Step 3: The Traffic Funnel Strategy
Every platform interaction should move people toward your owned assets.
Social media post → Email signup Marketplace listing → Your website Third-party directory → Direct contact
Never build your house on rented land.
Always guide traffic home.
Step 4: The Content Distribution System
Create once.
Distribute everywhere.
But always from your owned platform first.
Your blog post becomes:
LinkedIn article
Twitter thread
YouTube video
Email newsletter
Podcast episode
One piece of content.
Multiple touchpoints.
All leading back to you.
The Implementation Plan
Month 1: Audit your current platform dependencies.
Month 2: Build your owned asset foundation.
Month 3: Create your traffic funnel system.
Month 4: Implement content distribution workflow.
The Email List Priority
If you do nothing else.
Build an email list.
It's the one asset no platform can take away.
Your direct line to customers.
No algorithm can block it.
The Backup Strategy
For every critical platform:
Export your data monthly
Document your processes
Identify alternative platforms
Build backup distribution channels
Hope for the best.
Prepare for the worst.
The Relationship Focus
Platforms come and go.
Relationships endure.
Focus on building genuine connections.
Not follower counts.
Real relationships transcend platforms.
The Revenue Diversification
Don't let any single platform drive more than 40% of your revenue.
If Instagram drives 70% of your sales.
You're one algorithm change away from disaster.
Spread your risk.
Protect your future.
The Content Strategy
Create evergreen content on owned platforms.
Use trending content on rented platforms.
Your best ideas live on your website.
Your attention-grabbing content lives on social media.
Both serve different purposes.
The Communication Channels
Always have multiple ways to reach your audience:
Email list
Text messaging
Direct website traffic
Social media
Redundancy saves businesses.
The Warning Signs
Watch for these red flags:
80%+ traffic from one source
No direct customer contact info
Inability to reach customers without platform
Revenue tied to single algorithm
No backup distribution plan
Fix these immediately.
The Long-Term Vision
Build for 10 years.
Not 10 months.
Platforms change.
Ownership endures.
Your business should survive any single platform disappearing.