A side comment in a meeting stimulated a thought.
“I don’t think most of what’s on the internet is any good.”
“What, you don’t like what’s on our website?”
“No, I mean in general. All of it.”
This helped to crystalise something that’s been pinging around in my noggin for a while. Why do I think we publish what we publish on our website? Or on our social channels? Or any advertising we put out? Or basically anything we unleash on the unsuspecting world?
It brought me back to everyone’s old friend, the Pareto principle. The 80/20 split that seems to fit so well with so many observations of the world.
80% of what people publish on the internet is a total waste of time. And about 20% is actually valuable.
Of course it probably isn’t that precise a split, but a crude generalisation is a wonderful thing in the right hands.
And that’s why we publish what we do. That’s what I’m always trying to do when deciding what blog posts to publish, what emails to send, and what campaigns to launch.
We’re trying to be in the 20%.
We won’t always succeed.
But at least we’re trying to be better.