The most im­por­tant ques­tion this decade
Jeff & Lindsay Sage / 15 January 2020

This new decade could be a pivot point for you. 

An opportunity to see things (ahem) 20/20.

A chance to reset, re-think and decide what’s important. And to be relentless about what’s worth your precious time and attention. 

But it’s harder than it looks. 

We’re drowning in data. And it’s not always self inflicted. There’s a growing billion dollar industry aimed at getting us to create, share and consume more information. 

Twenty years ago there was a limited number of things to consume. A handful of trusted news organizations provided a common basis from which people listen, gather, understand and make decisions. The extent to which you could tune in and experience a completely different reality from your peers didn’t exist. 

Oh, how times have changed.

When credible, centralized, consistent content is taken away, it has vast implications for society and your business. And begs one of the most important questions of our time:

What are the implications of the internet over the next decade?

In a world where anyone can produce anything, people simply have more choices. Though not necessarily good ones. Reaching the mass middle is now as dangerous as it once was profitable.

The deeper you get into a niche the more focused you become. The more focused you become the harder it is to understand for someone coming fresh from the outside. 

How did we get here? 

The same way you become a parent, slowly and then all at once. 

We can’t predict the future, but we can count on it to always show up and like being a parent, it pays to prepare.

It’s a special moment. 

Good marketers will continue to promote. Great marketers will rise to the occasion, answer this critical question and make change happen.

And there’s never been a better time to be great.


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