Fighting Infomania: Why 80% of Your Reading is a Waste of Time and Why Personas Fail

Fighting Infomania: Why 80% of Your Reading is a Waste of Time and Why Personas Fail

In today's fast-paced world, information is readily available at our fingertips. With just a few clicks, we can access an endless stream of articles, blog posts, and social media updates. However, not all of this information is valuable or worth our time. In fact, studies have shown that up to 80% of the content we consume is a waste of time.

The problem lies in our obsession with tactical knowledge. We are constantly seeking out the latest tips, tricks, and strategies in our respective industries. We believe that by staying up to date with the latest trends and tactics, we can gain a competitive edge. But the truth is, most of this information is just noise.

Toyota, a company known for its efficient production methods, realized the importance of focusing on strategic knowledge rather than getting caught up in the tactical details. By creating cars just in time and responding to market changes quickly, they were able to streamline their operations and only produce cars that were in demand. This approach can be applied to our own lives as well.

Instead of constantly consuming information about tactics, we should focus on developing a clear strategy and executing on it. This doesn't mean that we should completely ignore what others are saying or doing, but rather, we should be selective about the sources we rely on. The more frequently a site publishes about tactics, the less we should listen to it. It's better to find one or a couple of really good articles that provide valuable insights and focus on those.

Another important factor to consider when consuming information is the concept of the Lindy Rule. According to this rule, anything that has been around for 50 years is likely to be around for another 50 years. On the other hand, something that has only been around for a few days has no proof of staying power. So instead of chasing the latest trends, we should look for content that has stood the test of time.

But it's not just about being selective with the information we consume. We also need to be mindful of how we spend our time. Engaging in activities that feel productive but don't directly impact our most important goals is what Nat Eliason calls being fauxductive. This includes bingeing on just-in-case knowledge, checking email, reading the news, trying productivity tools, and organizing our desktops. If an activity doesn't answer a specific question, cover philosophical knowledge, or entertain us, then it's probably not worth our time.

So how can we ensure that we're not wasting our time on irrelevant information? Here are three actionable pieces of advice:

1. Be clear about your goals and priorities: Before consuming any information, ask yourself if it aligns with your goals and priorities. If it doesn't, then it's best to move on and focus on something more relevant.

2. Seek out timeless content: Instead of constantly chasing the latest trends, look for content that has stood the test of time. This could be books, articles, or research papers that have been around for years and have proven to be valuable.

3. Apply what you learn immediately: Instead of just passively consuming information, try to apply what you learn right away. This will not only help you retain the information better but also ensure that you're getting a higher return on your investment of time.

Now, let's shift our focus to another topic - why personas fail. Personas are fictional representations of your target users, designed to help you understand their attitudes, goals, and behaviors. However, despite their potential benefits, many organizations struggle to effectively use personas.

One common reason for persona failure is that they are created but not used. This could be due to a lack of buy-in from leadership or a failure to present personas as an alignment tool rather than just a research deliverable. The key to successful persona implementation is to view them as a way to create a clear picture of specific user types that everyone can focus on and align around.

Another mistake is creating personas in isolation and imposing them on people. The most successful personas are created with involvement from the end users themselves. By including them in the process, you can ensure that the personas accurately represent their needs and goals.

Communication failure is another reason why personas fail. If people don't understand what personas are or why they're useful, they are unlikely to engage with them. To overcome this, it's important to educate your colleagues about the value of personas and refer to them in meetings. By demonstrating the impact that personas have on your projects, you can build buy-in and solidify their place in your organization.

In conclusion, both fighting infomania and ensuring the success of personas require us to be selective and intentional with our time and resources. By focusing on strategic knowledge rather than getting caught up in tactical details, we can avoid wasting time on irrelevant information. Similarly, by involving end users in the persona creation process and communicating their value effectively, we can ensure that personas are a useful tool for aligning our efforts and understanding our target audience.

To summarize, here are three actionable pieces of advice:

1. Be selective with the information you consume: Focus on finding high-quality content that aligns with your goals and has stood the test of time.

2. Apply what you learn immediately: Instead of passively consuming information, try to apply it right away to maximize its impact.

3. Involve end users and communicate the value of personas: By including end users in the persona creation process and effectively communicating the value of personas, you can ensure their success in your organization.