We started with purpose. We believed our ideas could change the world. Then we got trapped on the content treadmill—and lost our way.
Somewhere along the road to making a difference, we got off track. We found ourselves chasing likes instead of impact, optimising for algorithms instead of human beings, and measuring success in reach rather than actions.
We’ve all been there. And we are certainly guilty of it too. But we've been running on the content treadmill for too long:
We begin with meaningful, nuanced messages we believe in deeply
We squeeze them into social media-friendly formats
We get minimal engagement and panic about our "reach"
We adopt platform best practices—hooks, trends, shorter messages
We strip away complexity to make our content "digestible"
Our message becomes unrecognisable, bland & disconnected from our mission
Rinse & repeat
We end up as content creators first, change-makers second
And after all that... tumbleweed.
At best, our content is ‘loo-read’
Our vision doesn't spread.
The status quo wins.
Nothing changes.
Here's the uncomfortable truth…
We're trying to hammer a nail with a screwdriver.
We're spending our energy communicating on platforms where the only action taken by our audience is another thumb scroll.
And we know, deep down, it feels wrong. Making Reels that briefly felt exciting now feels like a soul-crushing chore. We edit our thoughts to remove any edge or charm, until we barely recognise them anymore in the hope that the algorithm gods look down favourably upon us.
The grief is real. The sunk costs are substantial: time, energy, money & creativity. Walking away means accepting that some of that investment won't yield the results we planned in our strategy.
We call this the Purpose-Platform Divide.
It's the fundamental misalignment between your goals and the goals of the channels you're using.
What social platforms reward:
Immediacy and constant presence
Emotional triggers and controversy
Simplified messages and quick consumption
Attention-grabbing tactics (Hooks, click bait etc)
In other words: whatever keeps people on their platforms longer.
This doesn't serve you.
It serves them.
Those who will leave a real legacy won't do so by trying to connect with people while they’re on the toilet.
They'll do it by being brave, stepping off the treadmill and embracing formats that can carry the weight of their ideas.
Because deep, meaningful messages require:
Time for proper understanding
Thoughtful consideration and nuance
Complexity and context
Respect for audience intelligence & attention
In other words: long-form content that exercises minds, not thumbs.
By making this shift, we can:
Have the meaningful connections that drive real change
Build a community of true believers who spread our messages
Gain influence and significance in our niches
Create the impact we set out to make in the first place
Actually change the status quo we originally set out to fix
We don’t need a world with more likes, followers or engagement.
We do need more connection, resonance and action.
Isn’t that why you set out in the first place?
So it’s time to get back on track!
Stop trying to chase likes.
Get back to making impact.
Stop creating "loo-read" content.
Get back to building understanding.
Stop hacking algorithms.
Get back to connecting with humans.
Stop contriving your message.
Get back to expanding minds.
For those brave enough to think deeply, argue clearly, teach patiently, and lead thoughtfully, the opportunity isn't just to be heard. It's to be understood. It's to matter. It's to create change that lasts.
Because when we help people think differently, we help them live differently.
That's not just communication.
That's transformation.