I’m currently reading Reset: How to Change What’s Not Working by Dan Heath, and one chapter—Recycle Waste—sparked some deep reflection about how we approach digital marketing today.
Here are some personal insights on how this concept applies directly to our work.
1. Reducing Waste in Content Marketing
The AI era has supercharged content production—but not always in a good way. While AI increases efficiency and speed, it also contributes to more noise and waste.
We now live in an attention economy. If your content doesn’t hook someone in the first second—be it a video, headline, or visual—it’s likely to be ignored. For example, you might bulk-produce videos with flashy effects (which you love), but if the first second doesn’t engage, your audience will swipe away.
That’s wasted effort.
As humans, we love the feeling of progress. It’s satisfying to complete tasks and hit milestones. But that momentum can be misleading if we’re heading in the wrong direction. Producing more doesn’t equal better impact. Without strategic focus, we’re just generating digital clutter.
2. Reducing Waste in Text, Titles, and Headlines
Unless someone has a lot of free time, no one wants to read overly long or clever text. People want quick, bite-sized content—especially in ads, emails, websites, and notifications.
We often over-communicate, thinking that more text adds value. But often, less is more—especially when paired with strong visuals like memes, infographics, or charts.
AI can help here, offering punchy headlines, rewrites, and formatting options. But always ask yourself: Would I read this?Start from that question and work backwards.
3. Reducing Waste in Project Management
There are too many project management tools out there—and switching between them creates chaos. The more complex the system, the more waste it creates. Long onboarding times, confusing workflows, and hidden rules all drain time and energy.
A good test: Can a new team member use the system without asking for help? If yes, that’s good design (assuming documentation is available).
Also, don’t ignore automation. Syncing tasks, setting reminders, and connecting tools should be the default today. Most of us only scratch the surface of the tools we use.
Learn their full potential—or you’ll waste time on manual, repetitive tasks.
4. Reducing Waste in Low-Impact Activities
Track your time in detail—by the minute, not by vague blocks like “email” or “meetings.” You’ll quickly notice how much time is spent on low-impact work.
We naturally gravitate toward tasks we’re comfortable with and avoid those we dislike or find difficult. That’s human. But without a system to prioritize high-impact work, you end up firefighting instead of progressing.
At my company, we use the concept of “A1 tasks”—those that directly contribute to our KPIs or goals. Ask yourself: What percentage of your time actually drives results? Quantify it. The answer might surprise you.
You can’t eliminate all distractions, but self-awareness is the first step.
Final Thoughts
Time is the fairest resource we have—everyone gets the same amount. What you do with it determines your growth, impact, and future.
Start by becoming aware of how you’re spending your time. Map out your current workflows in detail—think of it like a flowchart. Then identify where the waste is hiding.
If you’ve read this far, thank you. I hope this reflection didn’t waste your time—but helped you find ways to waste less of your own.