… am checking the stats of my most recent newsletter.

Over 400 readers clicked a link to watch me tell a joke.

It wasn’t useful; it wasn’t business-related. It was just a joke.

I looked at the list of clickers, many of whom I recognize, many of whom are busy, successful, “I don’t have time for anything nonessential” business people.

But they made time to hear a joke.

When it comes to content creation, the 21st century problem isn’t that nobody has any time to read, watch or listen. Last time I checked, there are as many hours in the day today as there were 100 years ago.

The problem is that we are all more selective with how we use our time.

If nobody is paying attention to you, the solution is not to change the format, length, time of day sent, or anything else. That’s just fine-tuning at the edges.

The big opportunity is in improving the content itself.