![[Matter Header Twitter.png]] British Internet Writer [[George Mack]] made an impressive observation not long ago: > **In a world of infinite information, strategic ignorance has never been more valuable.** > > Every minute, 500 hours of video are uploaded to YouTube. > Every day, 500 million tweets are uploaded to Twitter. > Every year, 67 million people die. > > **The 24 hours allotted to you each day isn’t even capable of consuming 0.0000001% of the world’s events.** Mack was referencing professionals - like you - who feel they operate at constant information deficit. So much information in the world, we can't keep track of all or any of it. It's healthier not to try. Doing so makes for soup in the brain. If that's true for white collar professionals in politics and public affairs - and it is, we all feel it - how about the average voter? Their ignorance, shall we say, is not strategic. One of [Bullhorn Communications](https://bullhorncomms.com/)' core theories on why political advertising is harder than ever: the transition from analog to digital media consumption is, at best, 1/3 of the way to working itself out, epistemically. The digital revolution will be written of just as historians write of the industrial or agricultural revolutions. They'll debate its causes, effects, beginning and endpoints. TikTok is not the endpoint. [[Institutional weakening is more evident in politics with each passing year]]. Trust in old institutions is collapsed, often because they can't withstand the constant scrutiny of the internet, or the adaptations required of the [[Attention Economy]]. **Everyone fights the last war; the guy who doesn't is dead.** Since all great narratives are about a guy, trying to do a thing, with something in the way; let's make Republican idea shapers the protagonist. What the hell is in the way, exactly? We can find out by investigating some old truths; mining [[Our Eight Rules of Ad Making|some old wisdom]], like [[Ogilvy on Advertising]]. We hope to be a worthy exception and mild antidote to the strategic ignorance of you; our friends and colleagues. **So, welcome to *The Matter*, a periodic discussion of politics, advertising and culture from Bullhorn Communications.**