To produce better digital work, I’ve lately found myself thinking analog. Technology makes it so simple and seamless to build platforms and disseminate content that it’s almost too easy. It allows us to publish without knowing what we hope to accomplish. This is why a lot of content on the web feels like knee-jerk reactions to buzzwords. “Build an app.” “Tweet that.” “Post this.” “Make a microsite for it.” The result? Clutter. Content that exists because it can, not because it should.
A simple solution is to ask myself, “If this was print, would it still be worth doing?” Does this message deserve to be written out by hand? Would I actually “share” this photo or video if I had to deliver it in person? A common refrain in the creative community is “make things,” but that statement leaves out a very important qualifier: “make things of value.”