Bike-shedding

What image does the term ‘bike-shedding’ conjure up for you?

If you’re like me, it’s the school yard, sneaky cigs and sneaky snogs.

But ‘bike-shedding’ is also a term used to describe an interesting business argument:

It’s called Parkinson’s Law of Triviality. And it states that people tend to waste time sweating the small stuff at the expense of what really matters.

Nowhere is this more apparent than in marketing. Where all too often a disproportionate amount of focus is placed on things that have little impact on the bottom line.

Think:

Likes, clicks and shares.

Versus:

Revenue, growth and profit.

And it’s costing businesses…

*Ahem*

A shed load of money.

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