One of the downsides of the exponential growth of information is that it’s hard to know who to trust.
Most people go through the five stages of grief when they have to deal with information they don’t really want.
- I don’t need to go on Facebook. I don’t want to read what someone ate for breakfast on Twitter. Who would hire somebody just by looking at LinkedIn?
- I don’t have time for this!
- I’ll try it but I’m going to hold on to my Yellow Pages ad.
- This is the only way to get new customers and I don’t know how to manage all the time and money this is going to cost.
- Okay. I’m getting on board.
The most dangerous step for businesses is Step 3. You’re not really committed.
When you don’t know what you don’t know all advice sounds good. So it’s not a hard decision to throw money at the first person you meet who says s/he is an expert, guru, consultant.
Often what happens is that you immediately head back to Stage #1. Stage #2 hits you a lot harder when your scarce resources have returned nothing.
In the land of the blind the one-eyed man is king! Don’t agree to anything you don’t understand unless you actually have two eyes open.