Space spam and the scale delusion

Cisco estimates that by 2016 the number of Internet connections will reach 18.9 billion. That's almost 2.5 connections for every person on earth. 

In the same year, Internet traffic is expected to be measured for the first time in zettabytes. That's like, 1 trillion giggabytes.  To put that in some perspective, in 2009 the entire Internet accounted for approximately half a zettabyte.

That's a lot of data.  A lot of connections.  A lot of potential customers.

Except it's not the scale that matters.  The scale will never matter. It's a false god.  A lofty promise of empty conversions. The quality of the connections you have within the scale is where the value still is and will remain.

Carl Sagan was awesome at reminding us not to persist in delusion:

"We find that we live on an insignificant planet, of a humdrum star, lost in a galaxy, tucked away in some forgotten corner of a universe, in which there are far more galaxies than people."

If you chased the galaxies because there were lots of them, you'd come up empty.

Don't be seduced by a dashboard with big fancy numbers.  That's akin to thinking Facebook likes will mean equivalent sales or fundraised dollars...it doesn't translate.

There's a new-media revolution afoot and it'll only get bigger, more complex and faster.  It's worth your time (no matter your industry) to pay attention and stay current.

But if you're already focused on building connections one value added transaction at a time...stay the course.

Get it right (and personal) for the first 10 customers before spamming a galaxy far, far away...