The Human Edit: The Magnesium Tablet

I was doing that mindless scroll thing we all do yesterday.

Where every post on your feed seems to be a replica version of the one before.

A gazillion influencers standing at the exact same event, basically saying the exact same thing. You then scroll down and it's yet another carousel on "How I made millions in 30 days – download my playbook."

I was thinking to myself - what is actually going to stop this? And how on earth is any product actually supposed to stand out anymore?

And despite my sheer frustration at this, I know deep down I’m part of a world that creates the exact thing I’m moaning about.

Because that's exactly what we've done to target customers. Their brains are full. Not just with work - with us. Carousel posts about the five AI tools they need right now. The webinar they registered for and never attended. The "thought leadership" article that said nothing. The nurture email arriving for the fourth time this month.

We've created the 2am wide awake problem for our buyers, and then we wonder why nothing is cutting through.

They're not ignoring us because they're not interested. They're ignoring us because they're exhausted, and our content is just more noise in a brain that's already overwhelmed.

It’s left me wondering: what is the B2B version of the magnesium tablet I take at bedtime?

What actually quietens enough noise for your message to land?

The instinct is to say: better content. More relevant. Better targeted. And yes - but that's still more. More things fighting for a brain that's already full.

The brands cutting through right now aren't the ones producing more. They're the ones making their buyers feel less overwhelmed, not more.

The answer might be less. Fewer touchpoints, more intentional. One thing that actually matters instead of twelve things that almost do. A message that takes a breath, speaks normally, and gives the reader permission to just exhale for a minute.

We're all so obsessed with presence - showing up more, posting more, staying visible - that we've forgotten presence isn't the same as impact.

Sometimes the most powerful thing you can put in front of an overwhelmed buyer is something that doesn't demand anything of them at all.