People are always talking about the challenges we face in this business and utter the phrase ‘there’s too much information out there’ or complain about ‘information overload’ … and nearly everybody else will nod knowingly.
Now, of course I understand totally what people mean when they say that, though it has to be said also that it is very much a ‘my perception’ type of statement, and poses a practically unsolvable problem.
You see, we are all hungry for results, and usually those results are wanted quickly … so the temptation is to jump in with both feet and absorb everything we can possibly lay our hands on…
But … because we were blissfully unaware of how much we didn’t know – we are soon swamped with a mass of information which may, or may not, be relevant to what we are actually are trying to achieve.
To makes things even more interesting, we all start from different places, working toward different goals, so will require different amounts of information to get things done … information that we will all take different amounts of time to process, before we’re ready to move onto the next step.
You’ll agree, it’s like only having one class in a school … teaching the same thing to all the children at the same time, regardless of age, ability or what they have already done … and paying no attention at all to what the children actually need to learn in the first place.
Now, I’ve been thinking about this very problem for a while and the best solution is to concentrate on just one thing at a time…
It may seem obvious, but the amount of enquiries I get people seem to think they need to be brilliant website creators … SEO experts … fully conversant with both Facebook, Twitter and Google advertising … complete Social Media experts … and then in their spare time create products and offer outstanding customer service … and they think they need to do all this by, at the latest, next Tuesday…
Clearly, this would be next to impossible to achieve, and it’s certainly not the way I, or anyone else you may ask for advice, did things when they first started out.
It is a case of picking one or two aspects, working on those until you are confident with them and then adding more strings to your bow – which is, really, pretty much the same way we learn everything else.
So, would you agree then, that the problem might not be that there is ‘too much information’ but rather that the perception of how much we think we have to learn before getting started is much greater than it actually is?
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