When it comes to information and music I’m more lean in than lean back. Everyone is interested in these topics but most people would rather consume them from the top-down rather than playing the part of curator/influencer and actively searching for them.
For example, most people prefer to listen to the radio because it takes the stress out of deciding what song to hear next. Actively building playlists takes a lot of time, especially for someone that just uses music to enhance their mood. The same can be said for news: most people would rather get all of it from one source like the New York Times.
The 90-9-1 rule of social media says that 90% of people just consume the feeds, 9% curate them (e.g. retweet), and 1% of users create original content. Lurking along is easy. Curation is hard. But creativity is harder.
Everyone needs a ‘lean in’ topic where they get to show their expertise. It doesn’t have to be tech news or electronic music, as I tend to discover and share. It just needs to be seething you’re passionate about. There’s a niche online for everybody.
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