Justin Oberman Challenges Content Creators’ Assumptions on LinkedIn

In a recent LinkedIn post, Justin Oberman challenges the underlying assumptions many content creators hold about their audiences, arguing that these perceptions directly shape the quality and effectiveness of the content produced. Oberman suggests that a creator’s mindset towards consumers dictates the very nature of their output, often leading to ineffective or unengaging material.

Oberman’s central thesis is that a negative or dismissive view of the audience results in equally flawed content. He states:

If you think consumers are dumb, you’ll create dumb content. If you think they’re boring, you’ll create boring content.

This sets the stage for a series of parallel statements where Oberman links a specific negative perception of the audience to a resulting content flaw. As Justin Oberman points out, this cycle is detrimental to effective communication.

The Peril of Perceived Ignorance

Justin Oberman elaborates on how assumptions about an audience’s intelligence and engagement levels can be self-fulfilling prophecies. He argues that believing an audience has a short attention span leads to content that is inherently not worth paying attention to. Similarly, the assumption that people cannot connect the dots results in content that fails to build meaningful connections.

Oberman writes:

If you think people don’t like subtlety, you’ll create content with no stories. If you think your audience is a demographic, you’ll create content for equations.

According to Justin Oberman, this dehumanizing approach, treating audiences as mere data points rather than individuals, strips content of its narrative power and emotional resonance. He believes that creators who operate from a place of perceived superiority will ultimately fail to connect.

Beyond Superficial Engagement

The post further dissects the consequences of creators believing their audience lacks critical thinking skills or a desire for depth. Oberman suggests that this leads to content that is not worth considering or engaging with on a deeper level.

He notes:

If you think potential clients don’t want to think, you’ll create content not worth thinking about.

Justin Oberman also touches upon the idea of broad appeal versus genuine connection. He contends that the desire to create content that speaks to everyone often results in content that resonates with no one.

The Creator’s Reflection

In his concluding thoughts, Justin Oberman equates the creator’s perception of their audience with a reflection of the creator themselves. He posits that a belief that people are easily manipulated or lack agency leads to content that is not only ineffective but also potentially disingenuous.

Oberman concludes with a stark assertion:

If you think people are idiots, guess what you are.

This final statement serves as a call to introspection for content creators, urging them to examine their fundamental beliefs about the people they aim to reach. Justin Oberman’s post serves as a powerful reminder that empathy and respect for the audience are foundational to creating truly impactful content.