Why You Should Be Afraid of Jack Dorsey’s Square.

Resistance may be futile, but acceptance is insane.

Yes, the convenience of paying your dog walker or your baby sitter with a credit card instead of cash may seem alluring.  But at what price?  You are inviting the world to take an exclusive and all-inclusive peak into your personal diary.

Talk about insidious, the reader is free (just like the first snort of cocaine… on the house). And users are encouraged to share their world with the rest of the world.  This way Square can have “a better understanding of their reputation in the ecosystem.”

Wait, what?

Yes, those are the precise words of Square founder Jack Dorsey.  He wants to know everything about you so he can protect you from fraud.  Suddenly “transparency” has a whole new meaning.  Square isn’t looking at your payment history, they are looking at your social media history. Through Square you can be completely naked to anyone and everyone who wants to know what you do and where you do it and how you do it.  You are officially the biggest, fattest target on the street.

And why is Howard Schultz (Starbucks) so interested? In the words of the Borg, “Resistance is futile. Negotiation is irrelevant. You will be assimilated.” And oh yeah, there is money to be made here.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.