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# Zuck Knows About Planks
- URL: https://www.philsimon.com/zuck-knows-about-planks/
- Published: 2011-12-11T14:43:28.000Z
- Updated: 2025-12-30T02:50:54.000Z
- Description: There will be no one winner in the Great Tech War of 2012
- Author: Phil Simon
- Tags: Platforms, Strategy, Facebook/Meta, Frenemies, Google, The Age of the Platform

Anyone see this [*Fast Company* quote from Mark Zuckerberg](https://www.fastcompany.com/1793781/mark-zuckerberg-sheryl-sandberg-great-tech-war-of-2012-charlie-rose?ref=philsimon.com)?

"Our goal is not to build a platform," Zuckerberg says, "It's to be across all of them."

And he alludes to Google+, dismissing it as a "little version of Facebook."

He's absolutely right, although Google's user interface is far superior and much less spammy.

## Simon Says

Zuck knows that, despite the ubiquity of his company's platform, there are others. He wants Facebook to be a plank in other company's platforms.

This means that there will be no one winner in the Great Tech War of 2012—and Zuck knows this.