Justin Oberman Argues Simpler Content Spreads Faster, But Deeper Ideas Have Greater Impact

In a recent LinkedIn post, Justin Oberman discusses a counterintuitive approach to audience growth, suggesting that deliberately writing about “dumber ideas” can accelerate reach, while acknowledging the enduring power of profound thought.

Oberman opens his post with a provocative statement: “The fastest way to grow an audience is to write dumber.” He elaborates on this by distinguishing between the speed of dissemination for simple versus complex ideas. According to Oberman, profound ideas inherently demand more from the reader, leading to slower consumption but ultimately greater impact for those who engage deeply.

“Profound ideas demand something of the reader, so they travel slower. But they are always more impactful to the people who take the time to read them.”

The Paradox of Virality and Mediocre Thinking

Justin Oberman posits that content achieving overnight virality is often an indicator of less sophisticated thinking. He suggests that this phenomenon is a well-understood tactic employed by advertisers and certain online personalities, often referred to as “LinkedIn Gurus.” Oberman advises his audience to be aware of this strategy, not necessarily to exploit it, but to critically evaluate the content they consume.

Defending Against Information Overload

A key takeaway from Oberman’s post is the importance of intellectual self-preservation in a content-saturated digital landscape. He argues that the sheer volume of easily digestible, often superficial content can dilute one’s focus and perspective. As Oberman puts it:

“If a piece of content goes viral overnight, it’s almost certainly a sign of mediocre thinking.”

He further emphasizes this point by stating, “You are what you consume.” This suggests a direct link between the information individuals engage with and their own cognitive and personal development. Oberman encourages a mindful approach to content consumption, urging readers to question the value and depth of what gains the most traction in their feeds.

Prioritizing Depth Over Superficial Reach

While acknowledging the effectiveness of simpler content for rapid audience expansion, Justin Oberman clearly champions the long-term value of substantive ideas. He implies that true influence and meaningful connection come from engaging with and producing content that challenges and educates, even if it doesn’t achieve mass, instantaneous virality.

“The most popular thought in your feed is probably the one you shouldn’t be paying attention to at all.”

Oberman’s analysis serves as a call to action for creators and consumers alike to be more discerning. By understanding the mechanics of content virality and its potential pitfalls, individuals can better protect their mental space and prioritize the consumption and creation of content that offers genuine insight and lasting value, rather than chasing fleeting popularity.