In this article, I want to address the bias prevalent in social media regarding certain topics and how this skews the knowledge base and conditioning of people, particularly those who are less informed. This bias misleads the general audience, diverting them towards shiny new things that may not truly align with their goals. It’s crucial to understand how social media drives people towards these distractions and the consequences of this trend.
The Attraction to the Shiny New Thing.
We often hear the term “shiny new thing” when discussing trends in various industries. This concept highlights how people are naturally drawn to new, flashy, and heavily promoted ideas. However, these ideas are often not what people truly need. The shiny new thing may be popular, but it’s not necessarily beneficial for those seeking long-term value.
An interesting example is what I call the “Gordon Ramsay Experiment,” which helps illustrate this phenomenon. In this experiment, 99% of participants gravitate towards a particular approach because it’s been marketed to them as desirable. Yet, when asked who they would prefer to hire, employers overwhelmingly chose the 1% who pursued a different, more efficient approach. This 1% approach is not necessarily new or flashy, but it delivers results. This choice was made not because someone told employers what to prefer but because they saw the difference for themselves.
The crux here is that the majority of people, the 99%, have been led to believe that the shiny new thing is what they should want. However, once they experience or witness the value of the 1% solution, their preferences change. They become informed and begin to make decisions based on rational judgment rather than following trends.
Social Media’s Influence on Decision Making.
This misdirection is something we can examine by observing social media content. The shiny new thing is often heavily promoted, leading people to believe it’s the best option. But rarely is there a balanced view that showcases alternatives–especially those that could provide greater value. For the last 20 years, this has skewed people’s choices, drawing them away from solutions that could truly benefit them.
To further illustrate this, let’s use a hypothetical example–the “Milton Keynes Sketch.”
The Milton Keynes Sketch: A Metaphor for Misdirection.
The UK has a train line running from London Euston to the North West, connecting cities like Birmingham, Liverpool, and Manchester. It’s a vital line that’s been around for over a century. In the 1960s, a new town called Milton Keynes was developed along this route. It was marketed as a modern, well-laid-out town, a great place for businesses and residents, with ample promotion highlighting its convenient, direct train service from London.
The promotion led to a surge of people traveling to Milton Keynes, drawn by the hype of a quick, one-hour train journey. Many would board this train simply because it was the most promoted option. But here’s the catch: for most people, their actual destination was not Milton Keynes but further up the line–Liverpool, for example. However, the allure of the shiny new journey to Milton Keynes led them astray.
If these travelers had taken a step back and looked at the bigger picture, they would have realized that staying on the same train would take them further to where they truly wanted to go–Liverpool, or even Manchester. Instead, they got off at Milton Keynes because they were swayed by the promotional hype, even though their true destination was further down the line.
The same principle applies to how social media influences decision-making. People are led to believe that the shiny new thing is the best destination, without understanding where they truly need to be or how to get there. They follow the trend, thinking there must be a reason why everyone is headed in that direction. But when you pull back the curtain, the reality is that a more valuable solution is available if they would only stay on the train for a bit longer.
Applying the Lesson to Excel and Skill Development.
Returning to the Gordon Ramsay Experiment, this analogy shows that understanding the bigger picture allows for better decision-making. Participants initially believed that the popular, shiny new approach was what employers wanted. But when exposed to the bigger picture, they realized that employers valued the skills of the 1% who followed a different path–one that wasn’t as heavily promoted but delivered better results.
In Excel, for example, social media might hype a new feature or tool, making it seem like the ultimate solution. But those who take the time to understand broader business needs and develop scalable, adaptable solutions–often using tools that have been around for years–are the ones who deliver true value. Employers recognize this, and this is where demand for skills–and higher pay–comes into play.
A Thought Experiment.
I invite you to conduct a thought experiment similar to the Gordon Ramsay Experiment. Consider what your answer would be if you were asked which approach employers would prefer. Chances are, if you are swayed by popular trends, your answer would be aligned with the 99%. But if you were exposed to the full picture and understood what employers truly value, you might find yourself aligning with the 1%.
Why Does This Bias Persist?
One question that arises is why the shiny new thing continues to be promoted when a more straightforward and valuable solution exists. The answer lies in how social media operates, rewarding content that draws attention, engagement, and visibility rather than value-driven, balanced information. This focus on engagement over substance means that people are not given the opportunity to see the bigger picture–they are not shown the train that goes all the way to Liverpool. Instead, they are funneled into the heavily promoted shuttle to Milton Keynes.
Understanding this bias is essential. To make better choices, people need balanced, experiential information, not just promotional hype. Getting on the right “train” is often no harder than getting on the wrong one. It’s about recognizing where you want to go and not being swayed by the allure of the shiny new thing.
Conclusion.
The Milton Keynes Sketch and the Gordon Ramsay Experiment teach us the importance of looking beyond social media trends and making informed choices. Whether it’s Excel skills, career paths, or business decisions, understanding the bigger picture allows you to reach your true destination. Don’t get off at Milton Keynes if your goal is Liverpool. Stay on the train, see where it leads, and make a rational, informed decision based on your true objectives.
Thank you for reading. This is the Milton Keynes Sketch–an analogy on shiny new things and informed decision-making.
This is a podcast by Hiran de Silva. Narrated by Bill.
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