Don’t Get Distracted With Shiny Objects

A major problem with the media industry is we are like a dog on a walk. We’re going in one direction, enjoying the sun, when out of nowhere, a squirrel appears. And that squirrel becomes all we can focus on. We need the squirrel. And so, despite having been on a lovely walk, we completely change course and chase after that squirrel.

Many of us, including me, are like this. We have a game plan, we know exactly what we’re going to do, and then boom, something new and shiny pops up and we start to chase it. The industry is full of it. Creating search content, no wait, now it’s about social. No, actually, it’s all about video. Everyone needs an event. Subscriptions look cool. Commerce is interesting. What about a podcast? I know, we’ll launch a print magazine.