Click-through Culture

“We’re creating a culture of clickers, stumblers and jaded spectators who decide in the space of a moment whether to watch and participate (or not). Imagine if people went to the theatre or the movies and stood up and walked out after the first six seconds. Imagine if people went to the senior prom and bailed on their date three seconds after the car pulled away from the curb.”  Driveby culture and the endless search for wow, Seth Godin

He’s hit the nail on the head.  I think it stems from the fact that there is almost no transaction cost associated with the interweb for a user.  No cost = no effort = no meaning.  If one of our goals is to make some sort of meaningful impact on people, trying to cater to these types of people is not your best bet.  Instead, seeking out people who are willing to make that extra effort to read your entire post or to pick up the phone is a much better solution.  It takes time to find these people but it’s never too late to start.