Be the audience before the producer

Posted in Content, Creativity

A few weeks ago, I heard someone of note in the social media space say in a presentation, “I’ve recently [started] podcasting. I’ve recently started listening to podcasts.”

That’s the wrong way round.

If we have never been the consumer, how do we know what works and what doesn’t?

Innovation comes from trying new things, from going against conventional wisdom and bucking the trends. But without knowing what’s come before – what works, what doesn’t and what you like and dislike – all we will do is make the same mistakes that others have.

I’m all for making mistakes and learning from our failures, but if we’re going to invest energy in failing, let’s at least make fresh mistakes that others can learn from, too.

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