Every time we write a blog post about stock and flow (as we did yesterday) someone on Twitter asks/accuses us of stealing the idea from Robin Sloan. Rather than bothering Robin with a tweet every time asking him to clear up the confusion, I decided we needed one definitive blog post explaining our position and his support. This is that post.

In 2010 Robin Sloan wrote a great post outlining how he felt like stock and flow were the perfect metaphors for understanding content on the web. Stock, Robin explained, “is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.” Flow, on the other hand, “is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”

Lots of people found Robin’s post helpful in thinking about the web and we have run with it to help brands think about how to approach content creation on the web. Like any good idea, we are trying to continue to build on top of it. And Robin knows and approves: