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A certain subset of the media world was stunned yesterday when Jarrod Dicker, the vice president of innovation and commercial strategy at The Washington Post, said he was packing it in after about two years to become the CEO of something called According to its website, is "an open, universal, and immutable ledger for managing the ownership and licensing of the world's creative works." It runs on the blockchain technology that powers Bitcoin.

That Dicker, one of the media industry's leading engineers and creative strategists, would leave one of the world's top newspapers while on a winning streak got people's attention. The media model is broken, he says, shocking no one. If he were to build it from the ground up, is what it might look like.

Confused? He can explain it a lot better than we can. Our conversation has been edited.

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