Two things that are technically true because of technology:
- Every company can become a media company by producing content at scale.
- Every person can be a content creator with zero barriers to entry.
The challenge is that armed with these capabilities, the noise is only going to get louder and the quality is only going to worse.
Don’t believe me? Just scroll your feed. It’s a race to the bottom.
Sure, there’s the argument that the best content will rise to the top. But this is far from a meritocracy.
For example, in its current state, LinkedIn is closer to an ever-expanding landscape of algo hacks, engagement pods, trite go get ‘em-ness, surface-level takes, and boring culture content that’s filtered through layers of CYA corporate policy.
We need to be honest about the fact that although we all have the capabilities to be creators, very few are actually equipped to do it well.
So yes, technically every company can become a media company and every person can be a content creator.
But most shouldn’t.
Delivering great work and being free of distractions is still the most important thing—all of the time.
Agree? Disagree? Chime in on LinkedIn. (Or send me a reply email.)