2025 - Reducing the Noise

Congratulations! We made it through 2024. The happy times and warm memories we created and shared with loved ones, friends and co-workers are now being steamrolled by the cold harshness of winter (speaking for the Northeast at least). There is also the reminder that you have a job to go back to - or a job you have to look for.

In the U.S. this is an awkward time. The NFL season is winding down, and until the playoffs begin there aren't many games on the schedule that are going to decide much (Lions/Vikings being the exception) or some other games deciding the draft position position for some teams. The stock market is off to a bumpy start. Some homes still have their holiday lights on display, others have packed them up for the season. A good section of the country is either living through or bracing for a significant winter storm. Many of us need to work off some holiday pounds (as evidenced by the attendance at my local Planet Fitness).

How about reducing the noise (some might call it nonsense) in our online lives?

As consumers of social media we’re subjected to a tremendous amount of content. So much that we can’t possibly consume everything we would like to. Even taking time to read this is a drag on your valuable time. And, it’s not just what we read, but what we listen to and what we watch on television or online. The disappointment is that our daily lives do not have enough time in the day (or night) to possibly pay attention to everything we want to.

Resolutions in 2025?

This is not the spot to talk about losing weight, reading more, cutting back on drinking, getting more exercise, being better parents, spouses, etc. Those are some of the standards that make an appearance around this time each year. I'm thinking of something that would help our productivity.

Scam Alert

For a period of time I saw a lot of it on LinkedIn. You know the scams – attractive Asian lady golfer, educated in a prestigious university, holding an equally impressive job title – reaches out with the appeal of “I’m very impressed by your profile. I could learn a lot from you” – or some other ridiculousness. They also seem to have family in the NY area and are fishing to see if I’ll play along. I think on a couple of occasions over a year ago I did play along for a couple of LinkedIn message exchanges. Then I came to my senses. That’s the focus of my article today:

Weeding out the nonsense

I think it would be a worthwhile objective in 2025 for any of us to purge the nonsense that enters our lives. By this I mean:

• Do I really need to comment on things in Facebook, X, LinkedIn, Instagram, etc. if I’m not adding any thought or value? I know some of us think we're funny and by adding our two cents we're adding value. But, we're not. We're just adding to the clutter.
• When someone offers a contrarian opinion that is so “out there” – it’s clear they’re just doing it to stir the pot or elicit responses – do I need to be one of the people responding?
• Is my life better because I'm participating in all of these groups or online platforms? The answer might be "maybe". After all, I have met a number of people online that I enjoy staying in touch with. But, along with all of the legitimate "real" people I've interacted there is the uglier side...

Spotting the fakes

If you’re a middle-aged (or older) guy you really want to believe that a person who reaches out to you on LinkedIn, Facebook, Instagram, X, Fitbit, Strava, etc. is real. You hope that their motive and interest is genuine. The truth is they do have an interest in connecting with you. Just not for the reasons that you’re hoping.

On Facebook I’m part of a couple of different cycling groups, and we see fake profiles all the time. I’ve selected one group in particular. Here is the formula:

Over 60 Cycling group

• The person recently joined the group and is claiming that they have “just started cycling”.
• They offer some sort of inspirational message.
• They have recently joined the platform (not just the group).
• They provide two or three pictures that are believable (some grey hair, in bike clothes, riding on a bicycle or has their picture next to a bicycle).

Is it Cynicism or Critical Thinking

I don’t think I’ve ever thought of these two as being so closely tied together. The reality is that if you see enough of these types of posts you can’t help but be cynical and wonder what’s it all for? Until you realize that the purpose is to separate the unsuspecting target audience from their hard-earned money.

Scroll on by… (hum along to the tune of Bacharach/David’s “Walk on By”)

Much like the proverbial traffic accident that attracts rubberneckers trying to see what is going on, our desire to be “in the know” keeps us following the story – until we decide to galvanize ourselves by putting blinders on and just scroll onto the next story, article, promotion, advertisement, etc.

I don't know about you, but in 2025 I need to:

• Not feel the need to wish everyone a happy birthday unless I'm looking to initiate a discussion.
• Be happy for the person that has a new job, received a promotion, or obtained a certificate. I just don't always need to add a comment.
• Reach out to the people I haven't been in touch with for awhile that I genuinely enjoy connecting with.

I hope your new year is off to a great start, and don't worry, soon we'll be back in the groove and fully engulfed in 2025.

Dave

About David Shultis

I currently work as a Customer Success Manager in the D2C (direct to consumer) business for a small 3PL fulfillment company (www.gofetchfulfillment.com) in Lakewood, NJ. This follows years of marketing, product management and customer service roles spanning way too many years.

You can find me biking in and around New Jersey, occasionally writing about whatever's on my mind, and enjoying both of my kids' outdoor adventures (Instagram - @natalieunderwater and @bdshultis), and navigating our empty nest with my wife, Denise.