“…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it”
– Herbert Simon

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We now live in the information age… you can buy a book on any subject you want and have it delivered by tomorrow. There are hundreds of thousands of websites on almost any topic you can think about. It’s amazing.

I get asked a lot – why so much conflicting advice on fitness/fat loss etc?

And honestly — when you get right down to it — I don’t think there really is that much conflicting advice – most good people agree on 90% of their topic. I think it’s that people lack the ability to FILTER good information from bad.

So in the information age — how do you filter information? I mean, at this point there is so much information available – that you NEED to filter out as much as you take on board.

Here’s my personal method:

My personal filter is to heavily prioritize information that comes from “Real World” Practitioners whose livelihood depends upon delivering results or solving problems (and I’m a fanatic for proof).

It’s that simple. I’m sure that I miss out on “some” information by ignoring other sources — but I think it’s an acceptable trade off.

99 times out of 100 who will have the better information on strength training ?– a 19 year old who has only ever trained himself — or a professional coach with 19 years of full time experience?

Who knows more about marketing – a personal trainer or a direct response marketing expert with 30 years of experience in the field and a seven figure income from his results?

If you had cancer – would you prefer to consult with one of the top oncologists in the country – who makes a living fighting cancer and saving lives? Or would you listen to an internet based conspiracy theorist?

In today’s world, filtering information might be a more important skill than finding information.


AC