Information is growing at such a record-shattering pace that it hurts my brain to conceptualize. It has been estimated that in 1900 knowledge doubled approximately every 100 years. By 1945 it doubled every 25 years, and by 1982 it doubled every 13 months. Today, there are estimates that knowledge doubles every 12 hours. Information (data) is stored in zettabytes, and it is projected to triple in a four-year window.
In the 1980s there was the rule of 4s and 5s, which projected that a consumer must hear a marketing message four or five times to grasp or accept the message. In the 1990s that grew to the rule of 13s, 14s and 15s, and by the early 2000s it had grown to the rule of 80s and 90s. The consumer is bombarded with emails, texts, instant messages, QR codes, multiple television stations and social media influencers. This requires messaging to be factual, clear and impactful.
