That piece of content, that email, that newsletter, that Tweet, that Facebook update that you are about to send, would you read it? Will it make a difference?
Would your potential or existing audience read it? Would they miss it if you didn’t send it? Is it going to have a significant enough an impact that they will actually react?
Is it remarkable?
We need to strive to create stuff that would be missed if we didn’t hit send.
Otherwise, it will be lost in billions of updates, emails, Tweets, and content that people pressed send on without that simple check ‘would you read it?’.