Bear Essentials: You don't have a content problem; you have a decision problem.

Perception

You feel overwhelmed by content demands. Everyone wants something. Everything feels urgent. And it seems like you never have enough of the “right” content or enough humans to keep up.  

Reality

The problem isn’t volume or capacity; it’s that the default position to all content requests is “yes”. There is no prioritization model, no mandate to reuse the great content that already exists, no mechanism to limit creation to what actually matters, and no criteria or power to push low/no-value requests out of the content pipeline.

You don’t have a content shortage; you have a decision shortage. You need clear priorities that are enforced and defended to get out of the endless random content creation loop.

Why It Matters

• Teams chasing every request produce less impactful content overall.
• When resources are spread thin all contents’ quality suffers.
• Outcomes become random instead of directional.

What Most Teams Get Wrong

1. They assume the role of task taker instead of content SME by approving everything rather than qualifying the request and saying “no” to low/no value requests.
2. They use content as a catch-all tactic instead of a strategic lever.
3. They measure output (pieces) not impact (change).

What to Do Instead

1. Define 2–3 content priorities per quarter.
2. Implement and follow a well-defined and managed content process:
   Request → Evaluate → Create Content  → Assemble Assets  → Approve → Publish → Optimize/Archive.
3. Evaluate each idea by asking:

• “Does this meet the defined audience need?”
• “Will this get meaningful and measurable results on aligned priority X?”
• “Is there a clear definition of what success looks like?”

Seventh Bear’s Take

Stop creating everything. Start creating what matters.