Korva is a scroll of the internet’s best ideas.
Meta, Google, and lifecycle are enough
Meta and YouTube cover people who respond to video. Google covers people who are searching for a solution without knowing the product exists. Lifecycle messaging is the net underneath: email, SMS, and push notifications that nudge people back at the right moment. The site sits in the middle of all three.
In paid, Meta and Google are enough, and TikTok and Reddit can wait. Doing a million channels poorly doesn't help, the same trap people fall into with agents when they start a million things and do them all poorly. Founder-led content and a strong site run alongside, but the paid engine stays narrow.
Why do searchers behave differently from scrollers?
Andrei Broder's 2002 paper on web search sorted queries into informational, navigational, and transactional intent. A person typing a query is acting on a need already in mind. A person scrolling a video feed is not looking for anything in particular. Ad platforms reflect that: search ads are triggered by a typed query, and feed ads by predicted interest.
Where did the marketing funnel come from?
Advertising pioneer E. St. Elmo Lewis is credited with the AIDA model in 1898, which describes attention, interest, desire, and action as the steps toward a purchase. The sequence was later drawn as a funnel, narrowing at each step. Funnel diagrams became a staple of marketing textbooks through the twentieth century.