I Stopped Consuming Content When I Learnt This


Hatched by Glasp

Sep 04, 2023

4 min read


I Stopped Consuming Content When I Learnt This

Prescriptions work for followers and not for innovators. How would a generic formula solve your equation if the variables are missing? What if you are looking for an answer or path that exists only for you? How do you expect them to solve your problem? The thing that these gurus and coaches miss out on is empathy. Empathy puts you in your audience's shoes and considers their problems like yours. That’s why content and personalized campaigns tell a story to perform better than the sales-pitchy ones — they have real people dealing with real issues.

“First of all, if you learn a simple trick, Scout, you’ll get along a lot better with all kinds of folks. You never really understand a person until you consider things from his point of view . . . until you climb into his skin and walk around in it.”

However, the content that has helped me the most is technical and about a specific problem. But even then, I had to alter it according to my needs and convenience. Ultimately, you’ll have to be responsible for the steps you take and be aware that where it takes you may not be your destination. And nobody else can take that journey for you, which reminds me of a famous song by Natasha Bedingfield:

"Feel the rain on your skin

No one else can feel it for you

Only you can let it in

No one else, no one else

Can speak the words on your lips."

This idea of personalization and taking ownership of our journey also applies to the story of Google. From humble beginnings in a dorm room, Larry Page and Sergey Brin built a search engine that would revolutionize the way we access information. They called it Backrub, and its algorithm used links to determine the importance of individual web pages. Their mission was clear: "to organize the world’s information and make it universally accessible and useful."

In August 1998, Google Inc. was officially born with a $100,000 check from Sun co-founder Andy Bechtolsheim. Even from the start, Google embraced unconventionality. Their initial server was made of Lego, and their first "Doodle" in 1998 featured a stick figure in the logo, announcing that the entire staff was playing hooky at the Burning Man Festival. This spirit of thinking outside the box and challenging norms became encapsulated in their famous motto: "Don't be evil."

Google's success can be attributed to their ability to empathize with users and their commitment to personalization. They understood that a one-size-fits-all approach wouldn't work in the rapidly evolving digital landscape. Instead, they focused on providing tailored search results and relevant advertisements, taking into account individual preferences and needs.

This approach resonated with users, who appreciated the personalized experience and the feeling that Google understood their unique requirements. It's no wonder that Google became the go-to search engine and expanded into various other areas such as email, maps, and productivity tools. Their commitment to putting the user first and continuously improving their services has allowed them to maintain their position as a tech giant.

So, what can we learn from the stories of personalization and empathy in content consumption and Google's success? Here are three actionable pieces of advice:

  • 1. Understand your audience: Before creating content, take the time to understand your audience's pain points, desires, and preferences. Put yourself in their shoes and consider their problems as if they were your own. This will enable you to create content that truly resonates with them and provides value.
  • 2. Tailor your content: Avoid generic formulas and prescriptions. Instead, focus on delivering personalized content that addresses the specific needs of your audience. Provide practical solutions and actionable advice that can be customized to fit their individual circumstances.
  • 3. Embrace unconventionality: Don't be afraid to think outside the box and challenge traditional norms. Innovation often arises from unconventional methods and approaches. Be open to experimenting, taking risks, and adapting your content strategy based on feedback and results.

In conclusion, content consumption and success in the digital realm require empathy, personalization, and a willingness to break free from the status quo. By understanding your audience, tailoring your content, and embracing unconventionality, you can create a meaningful and impactful experience for your audience while also achieving your own goals. Remember, nobody else can take the journey for you.

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