Category Archives: WordPress

Automattic 20 & Counter-claims

Automattic, WordPress
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It’s a bit of Automattic lore, but although I founded the company in June 2005, CNET asked me to stay on for a few more months to finish out some projects, which I did. Our HR systems have me as the second employee, after Donncha O Caoimh (still at the company!) So today is my 20th anniversary at Automattic! It’s 20 years since I started hacking on Akismet, our first product, and on WordPress.com.

The team gave me a sweet surprise! I’ve been fighting for the open web for 20 years, and hope to do it for at least 20 more. There’s a lot of exciting behind-the-scenes stuff happening inside Automattic that also made this day special, but one significant thing is public.

Automattic has finally had its first chance to file its counterclaims against WP Engine and Silver Lake, as reported here by TechCrunch. You may recall that last month, the court dismissed several of their most serious claims, and they responded by filing an amended complaint. In our dogged defense of the free, open, and thriving WordPress ecosystem, Automattic responded today with a comprehensive counter-filing, which you can read in a 162-page PDF here about all the things WP Engine/Heather Brunner and Silver Lake did wrong.

We’ve got receipts!

I don’t think WP Engine employees or investors were aware of the gaslighting they did, hopefully some of this is enlightening. And there’s a lot more discovery to go!

WordCamp Canada Talk

WordPress

Howdy and bonjour! First, thank you so much, merci beaucoup, for having me at your WordCamp. I love the spirit of local communities gathering and helping each other learn and grow together. I wasn’t actually planning to speak or even do a Q & A; I was just going to attend this WordCamp. But since the organizers have given me a bit of your time, I will try to make the best of it. 

I love Canada. I first came here for the Northern Voice conference in 2006. Was anyone at that one? I think Dave Winer was actually there. It was a pretty awesome one. What’s that?

[Here I think Dave said he wasn’t at that one, but a different conference, but can’t remember.]

Well, that’s why we blog. My memory is not that good. [laughs] By the way, I think this week is your anniversary, right? 

Dave Winer: It was actually a couple of weeks ago—31 years.

MM: Oh, wow. Thirty-one years. Round of applause! I think why I thought it was your anniversary is that on my blog’s related posts, it showed a post from 2014 that was congratulating you on your 20th because I think The Register or someone did a nice article. 

So yeah, I’ve since been back dozens of times, including several summers in Montreal, at the jazz festival there—they also do Le Festival Haïti en Folie, and Just For Laughs—and a few times here in Ottawa, where I’m on the board of a cybersecurity company called Field Effect. We might even have some Field Effect people here—oh, hi! Thanks for coming. 

Let me give a little update on what I’ve been up to. My life’s mission is to democratize publishing, commerce, and messaging. So I have some projects in each of those areas. In publishing, my main work is WordPress, the core software available to everyone. We host it on WordPress.com and Pressable, and allow others to host it with WP Cloud—a cool product—and we use Jetpack to bring all the best cloud features to every WordPress, wherever it is running. And, of course, running the main community hubs at WordPress.org, WordPress.tv, WordCamps, WordPress.net, which probably some of y’all haven’t heard of, et cetera, et cetera. 

On the social side of publishing, I have Tumblr, which is a microblogging social network, but right now it’s on a different technical stack. I need to switch it over to WordPress, but it’s a big lift. It’s over 500 million blogs, actually, and as a business, it’s costing so much more to run than it generates in revenue. We’ve had to prioritize other projects to make it sustainable. It’s probably my biggest failure or missed opportunity right now, but we’re still working on it. 

I’m really excited about the personal publishing side of our products: Day One and WordPress.com Studio and WordPress Playground. Day One is a fully encrypted, shared, and synchronized blogging and journaling app that runs on every device and on the web. You can also have shared encrypted journals with others. It uses the same encryption as one password. It’s the first place I go to draft an idea—for example, to write this talk. Its editor is not as good as Gutenberg yet, but it’s pretty decent at allowing multimodal input—which means you can record voice notes, draw things, etc.—and capturing it all. It’s mostly replaced Evernote, Simplenote, and even private P2s for me. It has some fun features, like when you make a new entry it records, the location, what music you’re listening to on Apple Music, how many steps you’ve taken, the weather. Honestly, some features that would be nice to get into WordPress, at least as a plugin. Right now, I just copy and paste it in the WC admin or the Jetpack app if I want to publish something; that could also be made smoother in the future. 

So WordPress.com Studio is built on an open source project called Playground that we created to allow you to spin up WordPress in a WASM container in about 30 seconds, right inside your browser. Who’s tried Playground or Studio? It’s kind of wild, right? You know how hard it’s been to set up servers and databases and everything like that, and so to see a WordPress virtual machine spin up in like 30 seconds just blows my mind. There’s so much you can do with it. It’s the most sci-fi thing happening inside of WordPress right now, and we’ve just barely begun to take advantage of the massive technical and architectural shift it allows. For example, my colleague Ella builds an iOS app called Blocknotes. It’s a lot like Simplenote, but it uses a Gutenberg editor, and it’s entirely a WordPress playground instance—the entire iOS app. 

Part of the evolution of WordPress has been going from a blogging system to a CMS to a full development platform. So what Dave talked about yesterday, and now that you can build entire mobile apps—which, by the way, can run on every platform, cross-platform, and run the same thing on the web—it’s kind of like a promise from back in the day of Java or other things, React, Native. It’s now very possible with this WordPress WASM stuff. WASM stands for web assembly. 

The main distractions and things holding back WordPress right now are the legal attacks from WP Engine and Silver Lake—I  can’t comment on that, but stay tuned for some major updates soon. 

I forgot to put this in my post—WooCommerce! On the commerce side, there’s, of course, WooCommerce, which is very, very exciting. You can think of it like an open-source Shopify, our enablers here in Ottawa. It now processes over $30 billion of GMV (gross merchant volume) per year, and you can customize it to do pretty much anything: subscriptions, digital, physical goods, everything. And of course, it’s fully open source and built on WordPress. It’s actually a WordPress plugin, so pretty exciting. WooCommerce is now on about 8% of all websites in the world—WordPress is 40, so it’s running on about a quarter of all WordPress sites. It’s been a big part of the growth of WordPress, actually, the past few years. 

In messaging, we have this product called Beeper. Anyone tried out Beeper yet? We got a Beeper super-user here, actually, in Robert. So Beeper basically takes all the different messaging apps—WhatsApp, Telegram, Instagram DMs, LinkedIn DMs, did you ever check those?—and it brings it all into one app, one interface, kind of like a Superhuman for messaging, and gives you cool features across all of them. Now this is obviously a pretty hard technical challenge, because we have to reverse engineer all the different networks for everything. But check it out, it’s a pretty fun little app. It’s, free for up to a couple accounts, and paid after that. 

There’s also an open source component of that as well. We’re going to make it easier for people to build bridges and connections to different networks, because there’s a lot that we don’t support yet that we get demand for, like KakaoTalk in Asia. People also want to do dating apps, which I guess have messaging platforms. So it’d be pretty fun to have everything all in one. 

I’ve been in the public a lot, doing lots of talks and actually blogging every single day now for 28 days, which will be 29 when we all hit the publish button at the end of this! So I’ve been blogging a lot. It’s a lot to keep up with. Actually been going every day since WordCamp US, with one missed day in there. I got very, very inspired at WordCamp US. It was a fantastic event. I got to hang out a lot and go to a bunch of sessions, and it inspired me to blog a lot more. If you run Jetpack, there’s actually a pretty cool feature where the notifications will tell you what kind of streak you’re on. So whenever I post, I get this nice little notification, like 28 days. And it has little easter eggs when you get certain number of days in a row, which is fun. So I’m gonna have to add some of this to the post later—I riffed a little bit. We’ll get the recording. So now that this is all done, we can push the publish button together. 

This is a cool device called a Daylight computer. So cool. It’s from a startup I’m invested in through Audrey Capital and Automattic. Think of it like a cross between a Kindle and an iPad. It works in the daylight, hence the name—it doesn’t emit any blue light. It’s great for kids. You can order it on DaylightComputer.com. It runs Android, so it’s super hackable. You can have apps like Beeper, Day One, WordPress, Jetpack, WooCommerce on it. Very, very neat device. I actually have WP Admin loaded right here; you can see you can scroll like super, super fast. Soon the wifi is going to work—it’s a wifi-only device. 

Later I’ll update this post with an mp3 recording enclosed an RSS in honor of Dave Winer, who spoke here, who invented podcasting and RSS. And actually, if you go way back in my RSS feeds, I have some mp3 enclosures from 2004 and 2005, some very funny early podcasts. Also, whenever they post this video to WordPress TV or YouTube, I’ll share that too, and I’ll add some links. Thank you. Merci beaucoup! If you want to follow more. Please check out my blog at ma.tt. No WWW, no .com. Just ma.tt. I cross post to ma.tt on Bluesky and Mastodon and on Tumblr, Instagram and Twitter/X at @photomatt. 

And now we’re going to push the button together. Y’all ready? Murphy willing, are you ready to publish? think I need to add a category and stuff, but I’ll do that later.

Continue reading WordCamp Canada Talk →

There are a few writers who I follow religiously, and one is Matt Levine of Bloomberg’s Money Stuff. For business and finance it’s one of the smartest and funniest things you can read. Yesterday, I think for the first time, he mentioned WordPress! In the context of his quote on this great X thread about how the Polymarket insider predicted the Nobel peace prize winner.

This trader apparently didn’t have inside information, in the traditional bad sense of like bribing a Nobel committee staffer. Instead, web scraping:

“The Nobel site runs on WordPress. Like many WordPress setups, it has an XML sitemap that lists every indexable page, even ones not yet public. If someone were monitoring this sitemap, they could easily notice a new page appear, something like “http://nobelprize.org/prizes/peace/2025/machado/facts/”

If you run a WordPress site and want the best advice in the world for how to avoid this sort of thing, I highly recommend our enterprise WordPress VIP service! They help run some of the largest and most secure WordPress sites in the world, and could easily help navigate avoiding something like this from happening. WordPress is easy and cheap to run everywhere, even on a Raspberry Pi, but you get what you pay for, and any serious organization or mission-critical website should be on VIP.

I’ve been trying to find time in my calendar to attend more WordCamps as I love meeting WordPressers all over the world. The stars aligned, and I’ll be swinging by WordCamp Canada next week. They’ve put together an amazing program, including open web pioneer and inventor Dave Winer, so I’m looking forward to checking out the sessions. I wish I could go to every WordCamp, like I used to! I’ve been recording videos and messages for those I can’t physically attend. Ottawa is also great as the only other commercial board I’m on is Field Effect.

Greenwashing

Karma, Open Source, WordPress

Tonight there was a lovely event at TinkerTendo by Raman Frey and Karin Johnson of Good People Dinners, this one honoring David Gelles’ new book, Dirtbag Billionaire: How Yvon Chouinard Built Patagonia, Made a Fortune, and Gave It All Away. I’m a huge fan of Yvon Chouinard and really enjoyed his book Let My People Go Surfing which I read back in 2018. It was the first time hosting such a large 60-person dinner in the TinkerTendo warehouse, and thanks to this Copper battery-operated induction stovetop and an amazing local chef, Hanif Sadr, the food turned out amazing.

I’ve only started the new book, but I’m interested to see what’s happened in the 20 years between Yvon’s book and David’s, especially the story of how Yvon gave away all his equity and control in the company to ensure a focus on his lifelong goal of environmentalism and conservation. Patagonia is one of the better corporate entities fighting for good, but it reminded me of how companies can put on a jacket of doing good while actually being evil underneath.

Like I talked about the economic concept of Externalties a few weeks ago, I think it’s imperative that the WordPress community understands the history of Greenwashing, which the United Nations defines as follows:

  1. Claiming that the company will achieve future environment milestones while not putting sufficient plans in place to do so.
  2. Being intentionally vague about operations or using vague claims that cannot be specifically proven (like saying they are “environmentally friendly” or “green”).
  3. Saying that a product does not contain harmful materials or use harmful practices that they would not use anyway.
  4. Highlighting one thing the company does well regarding the environment while not doing anything else.
  5. Promoting products that meet regulatory minimums as if peer products do not.

In WordPress and open source our environmental crisis comes from companies that frack the open source software and brands, which shows up as lack of investment in the code which falls fallow especially in the security sense, or by attaching themselves to a brand or trademark and tricking people into thinking they’re associated with the Good Open thing, when they’re really a parasitic cancer on it.

This is happening right now in WordPress, so when you see a company hire a good person or sponsor an event that seems on its own a good thing, and probably represents hundreds of thousands of dollars of investment, weigh that against the tens of millions they’re spending with their other hand to destroy the source of everything they’ve benefited from, and if they were to win, endanger every open source project. It’s an open source form of greenwashing, perhaps call it openwashing.

Linkrot

Press, WordPress

One of the things I hate most on the internet, and part of the reason I started WordPress, was to fight linkrot. Ever since 1998, when Tim Berners-Lee wrote “Cool URIs Don’t Change,” I’ve been obsessed with content management and ensuring that links don’t break. (BTW, TBL, a pioneer of creating the World Wide Web, has a great new profile out in the New Yorker.)

I learned today from the Newspack newsletter that the Houston Press is now on WordPress. Newspack is a distribution or bundle of WordPress designed for journalism, and it is led by Kinsey Wilson, who began his career as a night-shift journalist covering cops for a newspaper in Chicago, went on to have top editorial and business positions at The New York Times, NPR, and USA TODAY, and ran WordPress.com for a few years, which gives him a very unique position to help craft WordPress for journalists and publishers.

The Houston Press is an alt-weekly that wrote the very first profile of me in the world, which I blogged about here. There’s a funny quote in there:

He recently considered taking a job with a San Francisco search-engine start-up, but ended up turning them down. “They have a ton of money…But it would be 50- or 60- or 70-hour weeks, a lot of work, and I wouldn’t have time” to do WordPress. 

That “search-engine start-up” was Google! How the internet might have turned out differently if I had taken that job, as my Mom wanted me to (because they offered free food). I still think Google is one of the most interesting companies in the world, one of the few places I’d consider working if I weren’t running Automattic.

Back to linkrot, the original link to the profile in that article was http://www.houstonpress.com/issues/2004-10-28/feature2.html, which this morning didn’t work, but thanks to the Houston Press being on Newspack/WordPress I was able to ping Kinsey and his colleague Jason Lee was able to fix it so it redirects to the new canonical URL for that content in minutes. A little corner of the internet tidied up! I love the Wayback Machine, but not needing it is even better.

Telex Remixes

AI, Automattic, WordPress

Telex has launched a new design and a gallery of some interesting examples. It’s really cool to see what people are starting to do with Telex, it really gets back at the fun of hacking and coding at the beginning, when a computer does something for you that makes you gasp.

My colleague Eduardo Villuendas has been making some cool music with it.

This really gets to my vision for Gutenberg to be a builder that anyone can use to create an incredible website, like legos anyone can assemble anything they imagine on the web. This is why I said Gutenberg is bigger than WordPress.

Hat tip to the Gutenberg Times. As I said in 2022, you need to learn AI deeply, there is so much fun stuff happening. They even like it on Reddit.

Nick Diego writes how Telex Turns Everyone into a WordPress Block developer.

MCP Everywhere

Automattic, WordPress

MCP stands for Model Context Protocol. (The joke is the S in MCP stands for security, but that’s another post.) They say to think of it like “like a USB-C port for AI applications” because it allows interoperability between AI chatbots and other tools. Here’s some of the MCP stuff happening across the Automattic solar system:

When nerds start connecting things, interesting stuff happens; that’s been my entire career, so while none of these have made it into a critical daily workflow for me, I’m curious to see what people come up with.

Just got word that the court dismissed several of WP Engine and Silver Lake’s most serious claims — antitrust, monopolization, and extortion have been knocked out! These were by far the most significant and far-reaching allegations in the case and with today’s decision the case is narrowed significantly. This is a win not just for us but for all open source maintainers and contributors. Huge thanks to the folks at Gibson and Automattic who have been working on this.

With respect to any remaining claims, we’re confident the facts will demonstrate that our actions were lawful and in the best interests of the WordPress community.

This ruling is a significant milestone, but our focus remains the same: building a free, open, and thriving WordPress ecosystem and supporting the millions of people who use it every day.

Account for Externalities

Economics, Open Source, WordPress

When I studied economics, one of the concepts that struck me the most was the concept of externalities. This International Monetary Fund post explains it well. In short, externalities are costs or benefits of an economic activity that affect third parties who did not choose to incur them, leading to a divergence between private and social costs or benefits. They’re spillover effects—positive or negative—that the market price fails to reflect. A classic example is air pollution from a factory, where nearby residents bear health and environmental costs not included in the price of the factory’s products.

Open source is full of externalities. On the positive side, adoption creates ecosystems of developers and provides many paths of distribution. On the negative side, there’s often underinvestment in the very projects that sustain the ecosystem. I have a lot of empathy for why, when open source meets finance and private equity, things can go sideways. You can look at a business built on open source and see seemingly amazing margins—efficient R&D that compounds in a DCF model. A percent here or there over many years really adds up.

My plea to investors in open-source businesses is this: when a business is built on top of open source, incorporate a restorative investment percentage back into the projects critical to the end-user experience of what you’re offering customers. In WordPress, we call this Five for the Future, but it doesn’t have to be five percent; it could be 0.1%. Plan for it when modeling your expected IRR hurdle from an investment. Then, a few years down the line, when the small percentages start to add up, you won’t face a big catch-up or gap.

This underinvestment is itself an externality. It doesn’t appear on the balance sheet, but it can manifest in black swan events, such as security breaches or remote code exploits. Technical debt is one of the largest unaccounted-for externalities in the world today. Engineering, in the long run, is primarily a craft of maintenance rather than creation. The bulk of the cost of something comes from its upkeep over time.

Think Different

WordPress

Pretty heads down at WordCamp US, which has had amazing energy and talks so far. I wanted to take a moment to note two things, first being a great essay from Dave Winer asking people to Think Different about WordPress.

I’ve done this before — asked people to think differently about things, like public writing, with blogging. In the 90s I was running around the Vallley trying to explain to everyone that blogging was going to change everything, all I got was blank stares from people who said “we don’t do that.” They of course eventually did do it. But at first the ideas seemed foreign, unreasonable.

And in light of the news of Typepad shutting down, note that WordPress has a Typepad importer. A big advantage of putting your content into an open source platform like WordPress with an active community, vs just static pages or something custom, is that you’re getting constant upgrades “for free” as we maintain and iterate on the software, enabling new APIs or things like allowing your AI to talk to your site.

WordPress is built by a community of people deeply passionate about backwards and forward compatibility, radical openness so it’s easy to get things in and out of it, and relentless iteration building for the long term. Despite literally billions of dollars spent trying to kill or crush WordPress, and frequent proclamations of its death, we keep trucking along and doing our darndest to make the web a bit more open and free every day. It’s a life mission of many people, including myself.

The Future of WordPress and AI at WCUS

WordCamp, WordPress

The presentations for WordCamp US are just a few days away! We have some really exciting keynotes including Danny Sullivan from Google, John Maeda from Microsoft AI, and Adam Gazzaley (one of the top neuroscientists in the world) from UCSF. I think being in the room and able to meet the speakers and ask questions is even more valuable this year, as things are changing so quickly. If you know anyone in or near Portland, Oregon have them get a ticket! Here are all the other AI-related talks:

WP.com Simplification

Automattic, WordPress, WordPress.com

WordPress.com offers two modes of WP: WordPress and WordPress MS. For free and lower-priced accounts it runs a version of WordPress called WordPress MS, or WordPress Multisite, which is designed for super-efficient multi-tenant usage, which is what has allowed it to introduce hundreds of millions of people to WordPress and run at a huge scale. (It was initially called MU, for multi-user, but we had to change it because someone squatted the name WPMU and built a business on top that was confusing users with commercial products. Such is my curse.) It revolutionized the hosting industry in a number of ways, including acclimating customers to per-site pricing instead of unlimited domains and raising the bar for what a host would manage for users so they didn’t have to worry. It has also provided a highly secure base login, which allows us to offer popular SaaS services, such as statistics and anti-spam, to all WordPress users, regardless of where they’re hosted.

At higher-priced plans you’d get access to not just a curated set of plugins and themes but the ability to install anything you like from the ecosystem, which invisibly switches your account to WP.cloud in the backend that supports unlimited plugins and themes and custom code, in a way that’s still multi-datacenter and maintenance-free. This has been very successful and works great for a ton of customers, but it still puts an asterisk when you recommend WordPress.com to someone because they’d need to be on one of the higher-priced plans to get an experience of WordPress with custom plugins and themes.

For the first time ever we’re running a summer special where every single paid account gets that full WP.cloud experience with full customization and control. It’s a test we’re running until August 25th. It’s WordPress, without the asterisk, without limits, implemented in a way that’s intuitive and safe for novice users, while also being extremely powerful for developers. If you haven’t checked out WP.com in a while, it’s a great deal starting at just $4 per month. I’m curious to see the results of how this goes. We also have a number of more radical things I’m eager to try out! It’s a great time to reimagine what you’re doing from the ground up and question your longest-held beliefs, as AI has really put people in a more experimental and open mindset.

Back on The Verge

Automattic, Press, WordPress

In honor of Automattic’s 20th anniversary, and also since it’s been a few years, I joined Nilay Patel the editor-in-chief of The Verge on their Decoder Podcast. We talked about Tumblr and the Fediverse, how Automattic thinks about Ecosystem and Cosmos sides of the business, Automattic’s re-organization into cross-business functional teams and leadership, the vision of Clay as a personal CRM and Beeper as the super-human messaging app that puts control in the hands of users, Newspack, the future of websites, the obligatory coverage of the alleged WP Engine trademark violations and their subsequent preemptive suit, and much more. Please give it a listen! They chose the title “Why Automattic CEO Matt Mullenweg went to war over WordPress.”

Speaking of Beeper, we’re going to do a fun event for the next-gen version that’s launching on July 16 in New York City in NoHo. I’ll be there along with Beeper CEO Kishan Bagaria and some of the best and brightest in New York’s tech and creative class. If you’re a Beeper early adopter (or would like to be) and want to attend, leave a comment! We’ve held back some invites for cool folks like readers of ma.tt. 🙂 It’s like getting on board with WordPress in 2004.

Alfred-like Shortcuts in Spotlight

Apple, WordPress

I’ve been testing the developer previews of all the new Apple 26 operating systems, which I don’t recommend this early in the cycle, but I like to live dangerously. I’ve quickly become accustomed to Liquid Glass. The iPad windowing enhancements do make it feel more like a real computer, but I usually run things in full-screen mode. My favorite thing to play with so far has been the new Spotlight (what pops up when you press Command + Space) and related shortcuts.

I loved Alfred, I tried Raycast, but a general life goal this year is to simplify wherever I can, so I’ve been exploring the enhancements in the new Spotlight.

What I’ve found the most useful in the past is Alfred’s Open URL Action, which basically lets you type something like “gm united reservation” and it translates that into opening a Gmail search in your browser, with “united reservation” put in the URL in the right place to run a search.

The Shortcuts app in MacOS and iOS is amazing, which I’ve always known, but I haven’t played with it much. This was my chance! After a bit of tinkering, I got it to pop up an input form and then run the search. I Googled a lot to see if it could take input from the Spotlight search bar and every place said no, I’m not sure if this is new in MacOS 26 or not but I found the button that makes it work. It’s not as smooth as Alfred, but it’s pretty decent. I’m going to share a screenshot that shows my Gmail search shortcut that takes input from Spotlight — the key breakthrough was clicking the (i) menu on the right and finding the checkbox for “Receive Input from Search.”

I gave it a “gm” hotkey, pressed enter, and you get this in Spotlight.

Tada! Not as nice as Alfred but it gets the job done. My other shortcuts that people might find useful are LI for LinkedIn search, PY is Perplexity, YT for searching the history of YouTube videos I’ve watched, and AM for searching my Amazon order history. (Because I’m usually trying to find a link for something I’m recommending, or re-order an item.) Here are the search URLs for everything I’ve mentioned:

If you dug this, did you know WordPress also has a cool popup shortcut feature? In 2023, we introduced the Command Palette in the Gutenberg block editor and site editor. To access it on Mac, you press Command + k. I’d like to bring it to every admin page so it can function more like Spotlight or Raycast for WordPress.

The Five Layers of Sharing Thoughts and Ideas

WordPress

I’ve been thinking a lot about mimetic formation, how a thought becomes an idea, and how that idea gestates and evolves as it’s progressively shared in wider and wider circles.

During a recent product review of Day One, I was struck by how central the app is to my perspective on humans, relationships, and what we share. There are several layers to it, ranging from your innermost thoughts to what you share with the world. Each layer has its own context, challenges, and possibilities, and Automattic offers technology and products tailored to each.

1. Layer one is your internal thoughts. Your consciousness, what exists only in your mind, or what I like to call meatspace. This space is yours and yours alone. This generative space is at the core of human creativity and existence.

2. Layer two is triggered as soon as you put something into a medium, like writing it down. It’s everything that leaves your head, but is just reserved for you. In the past, we only had physical journals. Today, we have Day One as our strongest product in this space, but many people also have a private WordPress installation just for themselves. There are so many tools out there that help you create! Colors, brushes, canvases. Harper, for example, helps you write better — think of it as an open-source Grammarly, right now just in a few limited contexts, but in the future everywhere you write. 

3. Layer three is you and someone else. This is everything you share with one other person, which is an incredibly sacred act. Shared journals on Day One, messaging on Beeper, DMs, private blogs with your best friend. A shared Google doc. This is its own special space. It has an intimacy and privacy that is core to the human experience. This is also phase 3 of Gutenberg, which is all about real-time co-editing and collaboration. This layer is the one I’m most excited about expanding in 2025 and 2026.

4. Layer four is sharing within a finite group. N+1. It’s a space of collaboration and brainstorming with families, tribes, and teams. P2, Linear, Github, group chats, and cozy communities. You lose some of the intimacy of layer three but gain more group intelligence.

5. Finally, we have the fifth layer. This is the public layer, where I have spent a lot of my time at Automattic. It is an extremely competitive space of social media and blogs: WordPress, WordPress.com, and Tumblr. Once you publish publicly, you open yourself up to the beauty and chaos of the wider world. The best reason to blog is comments, the people who find you and add to your thoughts, who you never would have imagined. This is a crucible, but makes your own writing and thinking so much better, it’s worth the mishegoss. 🙂

This has been kicking around in my head and at layer four for a while. Thanks to Kelly Hoffman for helping me get this to layer five.

P.S. Happy 22nd birthday to WordPress! Very excited about the new AI team on .org.

Reflecting

Personal, WordPress

I know there’s been a lot of frustration directed at me specifically. Some of it, I believe, is misplaced—but I also understand where it’s coming from.

The passing of Pope Francis has deeply impacted me. While I still disagree with the Church on many issues, he was the Pope who broke the mold in so many ways, inspiring me and drawing me back to the Catholic faith I grew up with, with an emphasis on service, compassion, and humility. His passing on Easter Monday, a holiday about rebirth, feels historic. Moments like that invite reflection—not just on personal choices, but on the broader systems we’re a part of.

My life, which was primarily about generative creative work that was free for everyone to use, has been subsumed by legal battles. From the start, I’ve said this: after many rounds of negotiation that I approached in good faith, WPE chose to sue. In hindsight, those conversations weren’t held in the same spirit, and that’s unfortunate.

But we can’t rewrite the past. What we can do is decide how we move forward.

The maker-taker problem, at the heart of what we’ve been wrestling with, doesn’t disappear by avoiding it. If we’re serious about contributing to the future of open source, and about preserving the legacy of what we’ve built together, we need space to reset. That can’t happen under the weight of ongoing litigation. The cards are in WPE hands, a fight they’ve started and refuse to end.

So I’m asking for a moment of reflection for us all as stewards of a shared ecosystem. Let’s not lose sight of that.

6.8

WordPress

WordPress 6.8 Cecil is out, and it’s a great release. It’s unbelievable that it’s already been downloaded over 6 million times as I write this. That feeling never gets old.

It’s a funny time in WordPress because there are a lot of really interesting open questions:

  • Can we iterate faster with canonical plugins?
  • What’s the fun thing we can put in to celebrate 7.0, and when will that be? (I was rooting for real-time co-editing like Notion/Canva/Google Docs.)
  • How can we use AI to automate our manual work around WordPress.org?
  • Can AI help us make 60k+ open source plugins and themes in the directory more secure? (I think so.)
  • What should we do with our 13k issue backlog? (That’s a lot of bug gardening.)
  • How will AI change how people build and update sites?
  • Just like RSS and web standards supercharged WordPress for the podcasting and search revolutions, what standards or APIs can we ship to help 40%+ of the web work with AI agents? (Plus an entire rabbit hole of all the new sloppy crawlers using so many resources.)

Some of these broad changes are mixed. At one point, I used Google to search for things and would visit their top result, which is great for website owners. Nowadays, Google pulls almost everything I need into the results page, so I don’t see as many random sites. But on Perplexity, sometimes I’ll read the answer and then visit 4-5 of the sources it cites to learn more, so I’m visiting 4-5x more random websites, usually powered by WordPress, than I would have even in the early days of Google. We don’t know how this all plays out yet.

These questions are also against the backdrop of some of the brightest minds in WordPress spending more time with legal code than computer code, which could last until 2027 or longer with appeals.

Speaking for myself, I was in my first deposition today. I really appreciated the due process and decorum of the rule of law, and just like code, law has a million little quirks, global variables, loaded libraries, and esoteric terminology. But wow, after a full day of that, I’m mentally exhausted. Hence, I’m posting about 6.8 after it’s had 6 million downloads. I’m more impressed than ever by what smart lawyers do, and the entire thing, though sometimes imperfect and frustrating, is a blessing to our democracy. However, I can’t wait to return to spending the plurality of my days with engineers and designers again. I’m sure many other folks in the WordPress community would agree.