flowing motion

Filter, filter,filter. That’s where the money is.

Posted on: September 28, 2009

In the olden days, our job, you and I, was to consume.

Today, we consume, create and share.

And because we all create and share, we have greater choice, overwhelming choice.  Suddenly, we have to take responsibility  for our choices.  Like it or hate it – we can no longer blame poor outcomes on lack of choice.  Nor can we assume that the creator of what we consume is acting responsibly, thoughtfully, competently, or in our interests.  Anything and everything is out there.  A terrifying world for people who cruise along on auto.

Filter, filter, filter

The scared will run inside and slam the door.  The reckless will try anything.  The bold, the curious, the inquisitive and the thoughtful will learn.

But how do we filter?  Who can we learn from?

I put “filter” into Flickr and this is the first image that came up.  A scientist folds his filter paper in a special shape so that when he filters soil, the thingymebobs that he wants to look at naturally fall around the edge.  Have a look.

Confusing filtering and hoarding

I didn’t put the image here because it is “all rights reserved”.  That is the scientist’s choice.

Quite likely, he assumes our only possibility is consuming with permission from him (and fee).  Sadly, for him but not for us, in this day, people will create and share as well.   His work has no value as scarcity.  His work only has value if it is used.

Let me explain the alternative. He could have  put a creative commons license on his picture, with attribution and share-alike.  Then I would have put his picture here and publicized his work for him. True, some of you will trek over to Flickr but I can guess only 0.5% of visitors will – the typical CTR – click through rate.

Understand our value to the world .  .  . and be rewarded for it

This person’s ability to do science is of far greater worth than his ability to post a picture on Flickr.

A much better bet would be to post the picture and ask for comments and alternatives.  By become the central point for discussions on scientific filters, his knowledge and reach grows, and commercial opportunities of far greater value would emerge – from his filtering ability – not from his hoarding ability.

To demonstrate his ability, we will want to see it in action. Junk, comment, redirect. Junk, comment, redirect.  Rinse & repeat.  Finding one good product from the process and trying to sell it doesn’t advertise the process. The process advertises the process.

That is the nature of filters that we have to get our head around!

1.  Filter so as not to be overwhelmed by junk.

2.  Filter because it is our ability to filter in a specific domain (not to be confused with hoarding) that will have value to others.  And people will want to see the process.  What is our raw material, how do we evaluate it, what advice do we give.

My mind is racing.  This works equally well for the baked beans and irradiated apples at the supermarket as it does for scientists, psychologists, politicians and newspapers.

Enjoy. It is where the money is in the future!

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