You're Creating Too Much Content

When you don't know what you're saying, you compensate with quantity

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Content is now free. Attention is the only thing left to charge for.

And most people are responding to this reality by creating more content. More posts. More videos. More newsletters. More threads. The logic seems obvious: if attention is scarce and competition is infinite, you need volume to win.

They have it backwards. I know because I was doing it too.

When Volume Becomes a Crutch

Three years ago, I was posting everywhere. Twitter threads. LinkedIn posts. YouTube videos. Instagram stories. Daily newsletter. I was showing up, doing the work, feeding the algorithm. I told myself I was building an audience.

Then someone asked me: “Who is your newsletter for?”

I gave the same answer everyone gives: “Entrepreneurs. People who want to grow.” It sounded right. But it was meaningless.

What I actually meant was: “I don’t know. I’m creating content that could work for anyone because I’m afraid to commit to something that might only work for a few people. I’m hedging.”

The volume wasn’t evidence of clarity. It was evidence I had no idea what I was actually trying to say.

Turns out I wasn’t alone.