I’ve been talking a lot lately about AI’s effect on content. Both creation and consumption, and how it’s going to really upend the marketing world, how marketing works. The content flood, the magnitude increase in volume of content with AI’s help coupled with the abstraction wall, the AI enabled curation filtering that’s gonna happen between you and your clients means it’s gonna be so hard to get to your client’s hearts and minds.
There’s actually another aspect that was brought to my attention by a Seth Godin blog post, he pointed to Ted Goya’s, I don’t know if I pronounce your names right, Ted, blog post- Fascinating look at what he calls the dopamine culture.
And if you look at the trends in how people, how we all consume content you’ll recognize, I’m not gonna read these off, but you’ll recognize these different areas of your life and ways you consume content, and how back in the day you would, for example, open a paper newspaper and read through that.
And then things moved on and you started looking at news in multimedia ways beyond just the paper, right? Online newspaper or whatever it might be. But now we’re using Instagram or TikTok or X for our news. And it’s so much shorter and quicker and dopamine hits. It’s true for business as well as for consumers. And it points to an added challenge of attention span that you have with your clients. So what do you do about this? I don’t have the answers, but I can point you, I think, in the right direction.
And that is, think about this graph and put another column to the right of the dopamine culture column. That’s where we’re going. We’re on a trend here. We’re gonna be somewhere other than that. And what that looks like is where you wanna start thinking about how you make that connection on that next thing.
Concentrated value
And my view on that is, whatever format it is, whatever experience it is, you want to bring your value to the front as quickly and as efficiently as you can. So find a way to share the entry gate to your business’s value in the easiest, most adjustable way possible. And I encourage iteration, I encourage experimentation. We’re going into a brave new world with AI’s help and those that boldly dive in and look for ways to do things differently following these trends. Have the opportunity to be a step ahead. Beccause you don’t have to be the best, you don’t have to be better than AI or better than everything else, but you do want to stand out compared to your prospect’s other options, and that will give you a leg up.
So, lean in, the world is changing, marketing is changing, and those that are already down the path will reap the rewards.
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