{"id":65437,"date":"2022-04-24T12:45:00","date_gmt":"2022-04-24T16:45:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=65437"},"modified":"2022-05-04T09:00:31","modified_gmt":"2022-05-04T13:00:31","slug":"what-is-zip2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/","title":{"rendered":"What Is Zip2? Elon Musk’s First Business Venture"},"content":{"rendered":"\n

What is Zip2? How did Zip2 make Elon Musk a millionaire? <\/p>\n\n\n\n

Zip2 was Elon and Kimbal Musk’s business that they created at the start of the dot com era. The Musk brothers saw a business opportunity that would allow companies to advertise online. After expanding the company with help of venture capital<\/a> firms, the Musk brothers sold Zip2 for a huge profit.<\/p>\n\n\n\n

Keep reading to find out what Zip2 is.<\/p>\n\n\n\n\n\n\n\n

How Zip2<\/strong> Was Started<\/h2>\n\n\n\n

So, what is Zip2? In 1995, after graduating college, Musk moved to Silicon Valley with his brother Kimbal to try to start a dot-com company. They founded Zip2, which is a searchable online directory that linked to a map. Vance explains that Musk thought of the idea during one of his internships after a salesman gave a weak pitch for an online Yellow Pages. But Musk saw a business opportunity: selling a way for companies to advertise online.\u00a0<\/p>\n\n\n\n

The brothers rented a small office for Zip2. Despite some financial help from their father, they struggled with a lack of money after their startup expenses. (Shortform note: After the book\u2019s publication, Musk took to Twitter to clarify how much his father helped financially<\/a>. He explained that Errol contributed just $20,000 to Zip2 in a round of angel funding that raised $200,000 after the company was already well-established, thus asserting that his father didn\u2019t contribute in a meaningful way.)<\/p>\n\n\n\n

What is Zip2’s impact on how the Musk brothers lived? Vance describes how they lived at the office and worked long hours to create the initial product. Musk handled the coding while Kimbal focused on sales. They slowly started to build their enterprise and hire a few employees to help with the software and with pitching the idea to businesses. Because businesses were wary of the internet (a relatively new technology at that time), it was challenging to convince the companies to buy a listing on their site for better advertising. <\/p>\n\n\n\n

Debunking the Entrepreneurial Myth<\/a><\/strong>

Musk and Kimbal\u2019s creation of Zip2 supports Michael Gerber\u2019s idea of what he calls the \u201cEntrepreneurial Myth<\/a>.\u201d In The E-Myth Revisited<\/em><\/a>, Gerber explains that most businesses aren\u2019t started by entrepreneurs with business knowledge but are instead started by people who are good at something and believe their technical skills are all they\u2019ll need to succeed. They acquire business knowledge later\u2014in other words, most entrepreneurs don\u2019t set out specifically to create a business, but instead, to put their idea to work. Gerber argues that the entrepreneurs who succeed are the ones who, like Musk and Kimball, make a point of later acquiring business knowledge to support their idea.

Musk and Kimbal didn\u2019t start Zip2 with business knowledge or a clear plan\u2014just an idea and some technical skills. They gained business knowledge as they developed their business and used what they learned for future ventures. So while your first venture may not be an immediate success, what you learn from it can help you in the future.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Expanding Zip2<\/strong><\/h2>\n\n\n\n

Then, in 1996, a venture capital firm heard about the site. They wondered, what is Zip2 all about? After Musk\u2019s sales pitch, the investors were impressed with his energy and his belief in the product. The firm invested $3 million into Zip2. Vance explains that while this was an accomplishment for the company, it brought challenges for Musk. The board brought in new engineers, who made changes to Musk\u2019s code. While the changes improved the software, Musk bristled at his new lack of control and rewrote some of their new code.<\/p>\n\n\n\n

(Shortform note: James Kouzes and Barry Posner discuss the danger of trying to exert too much control in their book The Leadership Challenge<\/em><\/a>. They warn against the tendency to start micromanaging other peoples\u2019 responsibilities<\/a>\u2014like Musk rewriting his engineers\u2019 code\u2014cautioning that doing so will limit you to the level of a supervisor or manager, and you\u2019ll never rise to the level of a true leader. They argue that a leader is one who can stand back and trust her team, knowing that she\u2019s hired capable people, trained them well, and given them the resources they need to succeed. By allowing other people to make decisions on their own, you\u2019ll build a climate of trust that\u2019s an essential element in a strong organization.)<\/p>\n\n\n\n

At the time people wondered, what is Zip2 focused on? Zip2 focused on selling software packages to newspapers\u2014including the New York Times<\/em>\u2014and big businesses, giving them a quick and easy way to get online. As the company grew, Musk wanted to make Zip2 into a consumer product, not just one for newspapers and big companies. The executives didn\u2019t want to take this new approach yet, preferring to continue with the plan they already had since they didn\u2019t think a consumer approach would be as profitable.<\/p>\n\n\n\n

(Shortform note: Musk foresaw the future of the internet more than the other executives did. In a Twitter post from 2018, Musk explained that Zip2 was the first company to calculate point-to-point directions<\/a> in the US and that he did all of the coding prior to the board\u2019s new team of engineers. The fact that ZIp2 was the original maps program indicates that he predicted that the internet would be about democratizing access to information, not just finding ways for businesses to use it.)<\/p>\n\n\n\n

Vance explains that the executives eventually gave Musk the role of chief technology officer, not chief executive officer (CEO). In 1998, when Musk urged the board to make him CEO, they declined and revoked his chairman status. They believed Musk didn\u2019t have the experience required to be CEO of a company yet. <\/p>\n\n\n\n

So what is Zip2’s significance in Elon Musk’s success story<\/a>? In February 1999, Zip2 received a $307 million cash offer from Compaq Computer to buy the company, which they accepted. Musk made $22 million from the deal. He emerged from the venture as a millionaire and with experience bringing a business idea to life. <\/p>\n\n\n\n

(Shortform note: While the Musk brothers expanded the Zip2 until it was bought in 1999, the site fell into obscurity within a few years<\/a>. Zip2 was passed from internet company to internet company until it became unrecognizable from the original site. Google Maps has largely replaced Zip2 and other online directories.)<\/p>\n","protected":false},"excerpt":{"rendered":"

What is Zip2? How did Zip2 make Elon Musk a millionaire? Zip2 was Elon and Kimbal Musk’s business that they created at the start of the dot com era. The Musk brothers saw a business opportunity that would allow companies to advertise online. After expanding the company with help of venture capital firms, the Musk brothers sold Zip2 for a huge profit. Keep reading to find out what Zip2 is.<\/p>\n","protected":false},"author":15,"featured_media":12498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,39],"tags":[612],"class_list":["post-65437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-history","tag-elon-musk","","tg-column-two"],"yoast_head":"\nWhat Is Zip2? Elon Musk's First Business Venture - Shortform Books<\/title>\n<meta name=\"description\" content=\"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Zip2? Elon Musk's First Business Venture\" \/>\n<meta property=\"og:description\" content=\"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-24T16:45:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-04T13:00:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Melissa Stevens\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Melissa Stevens\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\"},\"author\":{\"name\":\"Melissa Stevens\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/5555e27a6d1e1737d0d16e586b815e2c\"},\"headline\":\"What Is Zip2? Elon Musk’s First Business Venture\",\"datePublished\":\"2022-04-24T16:45:00+00:00\",\"dateModified\":\"2022-05-04T13:00:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\"},\"wordCount\":1060,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg\",\"keywords\":[\"Elon Musk\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"History\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\",\"name\":\"What Is Zip2? Elon Musk's First Business Venture - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg\",\"datePublished\":\"2022-04-24T16:45:00+00:00\",\"dateModified\":\"2022-05-04T13:00:31+00:00\",\"description\":\"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg\",\"width\":2560,\"height\":1707,\"caption\":\"zip2\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What Is Zip2? Elon Musk’s First Business Venture\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World's Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/5555e27a6d1e1737d0d16e586b815e2c\",\"name\":\"Melissa Stevens\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/783a9219672a3f917680643f5cff8fae373f3c9ff6635ab48f3c99ff70c794d7?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/783a9219672a3f917680643f5cff8fae373f3c9ff6635ab48f3c99ff70c794d7?s=96&d=mm&r=g\",\"caption\":\"Melissa Stevens\"},\"url\":\"https:\/\/www.shortform.com\/blog\/author\/melissa\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What Is Zip2? Elon Musk's First Business Venture - Shortform Books","description":"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/","og_locale":"en_US","og_type":"article","og_title":"What Is Zip2? Elon Musk's First Business Venture","og_description":"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.","og_url":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/","og_site_name":"Shortform Books","article_published_time":"2022-04-24T16:45:00+00:00","article_modified_time":"2022-05-04T13:00:31+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","type":"image\/jpeg"}],"author":"Melissa Stevens","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Melissa Stevens","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/"},"author":{"name":"Melissa Stevens","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/5555e27a6d1e1737d0d16e586b815e2c"},"headline":"What Is Zip2? Elon Musk’s First Business Venture","datePublished":"2022-04-24T16:45:00+00:00","dateModified":"2022-05-04T13:00:31+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/"},"wordCount":1060,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","keywords":["Elon Musk"],"articleSection":["Business","Entrepreneurship","History"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/what-is-zip2\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/","url":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/","name":"What Is Zip2? Elon Musk's First Business Venture - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","datePublished":"2022-04-24T16:45:00+00:00","dateModified":"2022-05-04T13:00:31+00:00","description":"Zip2 was a dot com company that was created by the Musk brothers and turned Elon Musk into a millionaire. Here's more on Elon Musk and Zip2.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/what-is-zip2\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","width":2560,"height":1707,"caption":"zip2"},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/what-is-zip2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"What Is Zip2? Elon Musk’s First Business Venture"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World's Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/5555e27a6d1e1737d0d16e586b815e2c","name":"Melissa Stevens","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/783a9219672a3f917680643f5cff8fae373f3c9ff6635ab48f3c99ff70c794d7?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/783a9219672a3f917680643f5cff8fae373f3c9ff6635ab48f3c99ff70c794d7?s=96&d=mm&r=g","caption":"Melissa Stevens"},"url":"https:\/\/www.shortform.com\/blog\/author\/melissa\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/permanent-record-generations-of-technology-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/65437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=65437"}],"version-history":[{"count":3,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/65437\/revisions"}],"predecessor-version":[{"id":65568,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/65437\/revisions\/65568"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/12498"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=65437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=65437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=65437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}