I’ve been wanting to do this episode for a while now because I hear the words “saturation” and “saturated” over and over again. Yet when we think about brands we love and the people we admire, there’s usually not over 10 or 20 that are top of mind. That’s what I wanna talk about in this episode and I am gonna put my foot down and say OVER SATURATION IS A MYTH. There, I said it!
So let’s get into it, first let’s talk about the word “saturation.” It’s defined as the state or process that occurs when no more of something can be absorbed, combined with, or added. Let's talk about humans - we are constantly in need to be entertained or stimulated.
I mean if you think about it, there are literally millions (maybe even billions) of movies out there, but do you think they’ll stop making movies or TV shows?
No, because people want more. Yeah, they can watch it again but usually you’re waiting for the next season or the next movie by that executive producer or director. You learn what you like and you try new things. Especially now in this age of binge-watching - we’re always looking for the next great show.
Is the entertainment world “SATURATED?” I mean it looks like Disney, ABC, NBC, and all the channels are still around and chugging along. Yeah they’re gonna have to come up with the next Game of Thrones or something unique that will make people watch - whether it’s a the story or the stars.
I want you think about this. Oftentimes we hear something that someone says or read something and then we immediately accept it as truth and reality. And I’ll talk about WHY we do that in a second, but first I wanna give you another example. I think it’s so important to look at this with different lenses and perspectives so we can then ask ourselves why we’re applying something to a specific situation.
Let’s talk about restaurants. There are always gonna be new chefs and new restaurants. Should a chef never open a new restaurant because there’s already so many restaurants out there? Is the world “SATURATED” with restaurants? I mean, I love eating out so I don’t think there could ever be enough restaurants - especially good restaurants, because I love to eat!
The same perspective could be pretty much applied to everything and anything. Let’s talk a about careers - I mean what if Beyonce never started her music career because there were too many musicians out there. Or if J.K. Rowling never wrote Harry Potter because there were just too many books.
I think you’re starting to GET what I’m saying here. I believe that we invented this myth of things being SATURATED as an excuse. Because we’re scared. We’re afraid of putting ourselves out there so we say - there’s too many people doing this, I shouldn’t do it. If you listen to Episode 7 where I interview The LA Couple, Callie talks about people telling her that there were so many travel couples on Instagram already and she was discouraged to start. But she said she has a story to tell too and a different perspective that others might relate to so they started their brand and they grew to over 50,000 followers in less than a year.
The thing is, everyone is unique. Everyone has a different story to tell. So by hiding behind this excuse, you’re letting fear get in the way. I talk a lot about fear in Episode 9 - where it comes from, why it’ll never go away and how to overcome it so make you listen to that episode if you haven’t already.
This excuse of “OVERSATURATION,” I don’t want you to let it stop you from sharing your story and talking about things that are important to you and you’re passionate about.
There is always gonna be someone else doing something similar to you and that’s okay - they will never be you, no matter how hard they try. You gotta continue to show up as your true, authentic self and the people who resonate with you will come.
You are a beautiful, unique human being with your own story and the only way you can help people is by telling it. Everyone has a story, yet only a few are brave enough to share it and continue to show up every single day. I want that to be you!
If you are here to truly help others, then you can reach so many more people if you’re willing to put yourself out there. And this excuse of social media being saturated is a MYTH. Do not let it stop you!
I hope this episode helps you when you are experiencing fear and self-doubt. I don’t want this to delay your success. There’s so many people out there holding on to their ideas and stories because they use OVERSATURATION as an excuse to not get started.
Imagine if Apple didn’t start because there were other computers or phones out there, that would totally suck, right?
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