So many options, so little time.

A friend asked if he should put his podcast on YouTube.

After all, that’s how many people are consuming this sort of content, it’s low cost. The comments and subscriptions offer interesting tools for engagement, and it could grow their base.

But just because something might be worth doing, that doesn’t mean you should.

More always comes with a cost.

If you can’t do it as well as the medium demands with the resources you have, you should either find more resources or take a pass. And if the not-silly thing you’re considering is going to add more metrics, not better ones, then walk away.

Annoyingly, yet productively, we keep coming back to, “who’s it for” and “what’s it for.”