The trick is to allow people to find you – not force them.

After all it’s about them not you.

People have lives – I know it’s crazy – but they do. They also have time pressures. Not only that but they have a need. A need for information.

We, as humans, crave information. We subscribe and devour, we learn and teach, we share. Most of all we want it as simple as possible. We have a specialist need – it could be anything from mountain biking through to mortgage information. From how to find a plumber to dealing with black fly on roses.

We like the web because we can find anything – quick.

Eric Schmidt at the Techonomy conference in Lake Tahoe last year said this (2010)

“Every two days now we create as much information as we did from the dawn of civilization up until  2003, according to Schmidt. That’s something like five exabytes of data”.

Let me repeat that: we create as much information in two days now as we did from the dawn of man through 2003.

(According to research from the University of California at San Diego—which has been transformed into this awesome accompanying graphic illustration by the artist Rob Vargas for Fast Company—Americans consume 3.6 zettabytes (one zettabyte is one billion trillion bytes) per day. Zounds.)

Not only that but we’re consuming that information!

Question: How do you digest, entertain and/or receive all this information?

Answer: Filters.

But the filters are clever, algorithmic and growing. As technology grows at it’s lightening fast pace we will carry on creating and consuming and the method of delivery will evolve to suit.

So as a business how are you being found? Are you being found? Are you delivering in a manner thats acceptable? You may think your content is good and delivered well, but does the consumer?

Or should the question be “are you letting people find you” as opposed to forcing them.

It would seem that “filters” will dominate the next few years of the web. Consumers will carry on demanding ever more fulfilling information but being as though they’re a discerning bunch they will only subscribe to the “stream” that serves the “tribe” they subscribe to. Moreover, the method of delivery that it brings.

Allowing people to find you and subscribe to you in a manner that they choose will be the only way to dominate the web.

The time for “I have no time” (for the web) is over, it seems.



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