Advertising as we all know it occurred due to machines. Machines made factories dramatically extra environment friendly, which meant that producers may not simply promote all the pieces they made. Once you go from making 4 ceramic plates a day to 4,000, your capability begins to seem like an issue.
That’s a brand new problem. A farmer may determine how one can use each little bit of fertile soil accessible.
CBS TV didn’t have extra capability. There are solely 24 hours in a day, and so they may solely broadcast one by one. YouTube, alternatively, makes virtually all of its selections based mostly on their limitless capability to host video.
The problem of infinity is contagious. Whereas some freelancers are absolutely booked, most have hours every day unstated for. An unstated hour of capability can really feel like a burden.
The search for extra is seductive.
However what occurs once we settle for that capability may not be extra? It’d merely be capability.
How can we begin to see our method towards higher, not merely extra?
