How to Build Like It’s 1999 (Before Algorithms Hijacked Your Brain)

Before we had to decode engagement metrics, before “content strategy” meant dancing on Reels — people built businesses from obsession, curiosity, and sheer irrational joy.

It was 1999. The internet still had fingerprints on it. Weird forums. Clunky websites.

No one was optimizing for clicks — they were optimizing for connection.

Then the algorithms came.

They told us what to create. How to write. When to post. Who to imitate.

They trained our brains to chase impressions, not impact.

And somewhere along the way, we forgot what it felt like to build something that didn’t care about going viral.

Here’s the kicker:

In 2025, the edge is going retro.

The best founders I know are ignoring the trends. They’re:

• Building communities in closed forums and private groups.

• Creating products that don’t need to trend — just work.

• Saying “no” to the dopamine hits of short-term growth.

They're building like it's 1999 — before the playbooks, before the brand archetypes, before “scale” became the only goal.

Because the algorithm can hijack your strategy — but it can’t hijack your obsession.

So here’s your permission slip:

• Build weird.

• Build slow.

• Build off-platform.

• Build like no one’s watching — because most of the time, no one is.

And if that sounds terrifying?

Good. That means it’s finally yours.

—Peter