How Do We Break the Domaining Echo Chamber?

Over the last six months, I’ve reduced my social media usage significantly, but over the weekend I did see a thought-provoking tweet from NameCorp founder, Alan Dunn:

The two most important parts of that, for me, are:

  • “We need more mainstream content which incorporates domains.”
  • “Every article about the value of domains has already been written. Think bigger.”

The question I’m posing to the reader and myself is: how do we break the domaining echo chamber?

The domaining echo chamber has several beliefs that we reinforce on a regular basis. Domains are the greatest asset a brand could want to create a dominant online presence, domains are undervalued, why does no one else see this?

It’s very easy to reinforce these views – visiting Twitter or any domaining blog on a daily basis will help you there.

Those beliefs are amplified the more time we spend in the echo chamber, to the point where we might get frustrated with the general outside perception of a domain name. We might even ridicule those who just “don’t get it”.

To the wider population though, you go to GoDaddy and register a domain for $10 – that’s it. The slightly more initiated know that some domains have value, and perhaps they are willing to spend some money acquiring the best domain for them.

How do we break out of our domaining echo chamber to offer something valuable and transformational to a wider audience of entrepreneurs, marketers, and even the general public?

It’s easy to tell ourselves and a relatively small audience of domain investors that domain names are valuable. But how do we truly break beyond that? How do we, as Alan Dunn said, think bigger?

I’m challenging myself as a writer to think bigger, to help make a wider impact and think beyond the basic reinforcement of our echo chamber.

I’ve done that to a certain extent with my continuing partnership with Media Options, producing interviews with end-users about why they acquired high-value domains. Media Options is a perfect platform for these interviews since they engage daily with, and educate end-user buyers.

I’m always looking to do more, though. If you have any suggestions for content, stories, ideas, or a format that will produce more mainstream content that incorporates domains, I’d be very interested in a discussion.

About James Iles

James Iles is a domain name industry writer and publisher of You can contact me here, or follow me on Twitter @jamesiles.

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Andrew Hyde
Andrew Hyde
5 months ago

I think the bigger picture is development. Anyone who buys a domain believes the value is greater than the price they paid, and that’s because of development. Building out a domain and sources for integration of storefronts, those would be some great discussions and collaborations.

Life savings
Life savings
5 months ago

The first thing they look at are big sales. It’s no wonder, the industry touts them and often uses those as reference. But really. Look on there are a grand total of 120 .com sales over $1 million…for 25 years. That’s insignificant to say the least. While pointing to the prospect of big sales, you’re doing a disservice. Look, there’s an unlimited amount of hope in the universe. Just for the beginning domainers, not so much. I’m one of the most hated people around for saying, no one likes you people. Buy what if I’m right, and no one… Read more »
5 months ago

I recognized and tried for years to make this happen.

The answer is simple: welcome other viewpoints and diversity. Even opposing ones. Have friendly debates. Have people from other industries come in and explain how they use domains. Let talent talk (example: developers and digital marketers that are NOT domainers). Stop awarding the same people over and over every year at conferences. Think about how domains can be used offline.