Why the web should be organised around URLs, not platforms

In my previous article, The Web Became Disconnected, I argued that something important had changed about the internet. Conversations drifted away from the pages they were about. Discovery became increasingly driven by platforms and algorithms rather than curiosity. Knowledge became scattered across social networks, newsletters, forums, podcasts and messaging apps that rarely remained connected to the information that inspired them.

The web became richer in content, yet poorer in context and discovery.

But what can be done about it? The answer has been staring us in the face all along: the Uniform Resource Locator, or URL. One of the simplest and most important ideas the web ever introduced.

I've been thinking a lot recently about what happened to the internet. Not the technology. The internet itself. 

Somewhere along the way, I think we lost something important.

The web used to reward curiosity, exploration and participation. Today, much of our online experience is shaped by feeds, algorithms and platforms. Conversations have become detached from the pages they're about, discovery increasingly optimises for engagement, and some of the web's most valuable knowledge is surprisingly difficult to find.

I don't think this was inevitable.

I think the web can become more open, more participatory and more connected again.

I've written a personal essay about why I believe that, what I think we've lost, and why I've become increasingly obsessed with this problem.

When we speak as a team at Creme Global, I talk about the Vision, Mission, and Culture — recently, I asked the team to think about their story and the company’s Legacy. What story do we want to write for Creme Global? The idea went down well. I want everyone to feel part of that story, to feel proud of the work they’re doing and the impact it’s having. This isn’t just my story; it’s our story. Each one of us is shaping the legacy of the organisation.

This article explores the professional journey of finding purpose. Purpose is not always immediately clear, but it can be discovered through deliberate exploration. When uncertain, it is wise to make decisions that keep future options open. Taking time to step back—whether through travel, study, or reading—helps clarify personal values. Often, purpose emerges at the intersection of two passions or areas of expertise, creating a unique and fulfilling path. Once identified, sharing this purpose with others strengthens its impact and provides direction for both personal and professional growth.