I remember looking at Meta at around $151 per share, with a market cap of roughly $385 billion.
I thought it was severely underpriced.
You discover how important a company is when its products stop working.
When WhatsApp and Instagram went down, so much of my work and social life stopped with them.
That was an eye-opener.
I had been looking at Meta as a company with apps, advertising revenue, and a stock price. An outage made me feel something much bigger: how deeply those products were embedded in the way people live and work.
I invested heavily in Meta. By the time I shared my view on X on September 24, it had become my largest holding by far. At a valuation of around $1.9 trillion, I still thought it was underpriced.
My thesis was that Meta could become a $5 trillion company within the next few years. I found it hard to see another company replacing the role its products played in people’s everyday lives.
That conviction also changed the way I think about marketing.
We often talk about platforms as places to buy attention. For many businesses, they are woven into the entire customer relationship.
A customer does not experience your business in separate channels
A customer might discover a business on Instagram, ask a question on WhatsApp, send a post to a friend, and come back later to buy.
To a marketer, those may look like different stages of a funnel.
To the customer, it is one conversation.
That is part of what makes these products so powerful. They fit into behavior people already have. You do not need to persuade someone to learn a new system every time they want to ask a business a question.
For a small business, that familiarity matters enormously.
A beautiful website cannot answer every hesitation on its own. A useful conversation can help someone decide whether an offer is right for them, how much it costs, and what happens next.
The platform hosting that conversation becomes more than a distribution channel. It becomes part of how the business operates.
The real value is in the behavior around the product
It is easy to evaluate a technology company by its latest feature.
I think that can miss the bigger picture.
What are people already doing there? Who do they talk to? What would they struggle to replace if it disappeared tomorrow?
When a product becomes a daily habit, competing with it means changing that habit. When someone’s customers, friends, and colleagues are already there, a competing feature alone may not be enough to move them.
That is why I remain bullish on Meta’s place in people’s lives.
My view comes from the role its products play in everyday behavior. The outage made that role impossible for me to ignore.
For marketers, the same observation should change the brief. We should care about what happens after someone notices an ad. Can they ask a question? Get a helpful response? Take the next step without unnecessary friction?
Attention is only useful if the business can turn it into a relationship.
Being everywhere is not the same as being resilient
There is another lesson here for business owners.
You can use Instagram, Facebook, and WhatsApp and feel like you have spread your business across several channels.
But some of the same dependencies sit underneath them.
If those services become unavailable, what happens to your inquiries? How do customers find out what is going on? Can your team continue a conversation somewhere else?
These questions become more important as the platforms become more valuable to you.
I would start with the customer who is already interested. Make sure the business has a reliable way to continue that relationship: clear contact details, a working website, organized records, and a team that knows the backup plan.
You do not need to build a presence on every platform. You need to know which parts of the customer experience you can keep running.
AI makes the connection between signals more useful
The next opportunity I see is helping businesses understand all these interactions together.
An ad platform can tell you that somebody clicked. A conversation can tell you what they were worried about. A booking or purchase tells you whether the interest became business.
When those signals stay separate, it is easy to optimize the wrong thing.
More clicks can look like success while customers are getting stuck at the next step. More inquiries can feel encouraging while the same unanswered question keeps people from buying.
This is why we built our Meta Ads Agent at Nas.com. It connects Meta campaign data with CRM outcomes to help teams see which campaigns bring qualified leads, flags potential wasted spend, and turns performance changes into a daily brief.
For me, the point is to help a CMO understand what needs attention and why. A cheap click is useful only if the business can turn it into something that matters. I want the team to know what to improve before simply increasing the budget.
The useful question is: what is stopping this customer from moving forward, and what can we improve?
Look at what people rely on
The Meta outage gave me a simple way to think about a company’s importance.
Imagine its products disappearing for a day. Then pay attention to what stops.
For an investor, that can reveal something about the role a company plays. For a business owner, it reveals where your own operations depend on someone else’s infrastructure.
For a marketer, it brings the focus back to the customer.
The platforms that matter most are the ones people have built into their lives. Our job is to understand that behavior and build a business that serves it well.
