It’s not you; it’s everyone else.

Posted on 20/06/2011


x aka multiply


Both NMA and, NET magazines run features where they ask people in the advertising and web industries for their top 5 websites. With the internet being a sprawling mass of oddities and curiosities, I still love a good personal recommendation.

This took me to, which complies assorted thought pieces from across the web. I found something on post-structuralism, a medical study into itching and eventually this piece by Jamie Monberg.

Every now and again you come across something that shifts your perspective in a certain way. Reading it, you think you’ve uncovered a gem of knowledge you never knew existed; minutes later you wonder how you could have ever managed without this.

To save you the effort of wading through it, and so I might actually remember it, here’s that nugget:
What you say about yourself no longer affects your future; it’s what your supporters and detractors say that will really help. Other people matter more than you.

In an age of PR and 24 hour media coverage this is obvious. But for me it was this realisation that changed everything for that fraction of a second.

“Today, any brand has a potential army of credible, unpaid spokespeople that are willing to work on its behalf. And this army is the exact same group of people who are willing to work against it.”


It’s like looking how small the earth is compared with neighbouring planets or even the solar system: you realise how small you are in the scheme of things. Of course individuals can make a difference, but the more people that are involved, the more actually happens. You’ll never succeed by trying to go it alone; getting other people involved is what matters.

This matters for everything and everyone, whether it’s at a personal, group, corporate or national level. The point the article made was that creating positive experiences (having a good time with friends, a political party that makes people feel they can change things, or a country that’s enjoyable and pleasant to visit) is what makes something popular. Making two people feel positively about something is more powerful than going it alone.