--- title: The Digital Transformation, Creators, and Consumers | The Sales Blog description: People use the social channels in two very different ways. One of these ways is extraordinarily useful, and one is mostly an enormous waste of time. image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_474996937.jpg --- ### [Now booking SKO meetings for 2026/27! 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One of these ways is extraordinarily useful, and one is mostly an enormous waste of time. Your results using the social channels are based on which of these choices you make. ## Consumption Most consumption is [a poor choice](https://youtu.be/h13IpUjkTFM?list=PLCJ2t7-IheDuD1tGy2KgmthIgv0SkRVG6). The Internet provides an infinite number of distractions. If there is something that interests you, the social channels will provide access. If you are bored, you can scroll and scroll and scroll forever, or until something captures your attention. Consuming content may entertain you, and it may occasionally educate you, but mostly it steals your time, producing nothing in return for the investment you’ve made. ## Creation There has never been a greater boon to creators than the Internet, and specifically the social channels.  I now call this digital, distinguishing the practical commercial aspects from pure consumption. If you are a writer, you can publish. If you are an entertainer, you can entertain. If you are someone who sells, you can create awareness and establish your expertise. If you are a business, there has never been a bigger, better platform from which to conduct commerce. It doesn’t matter much where you are and what you do; if you are a creator, the digital channels are unmatched—and if they aren’t in your space, they soon will be. But only for creators. Artist? Perfect! Solopreneur? Outstanding! Small or Medium-sized business? Nothing better on Earth. Big commercial enterprise? Scale has a whole new meaning. The digital transformation, which we are still on the front end of, is going to impact you differently depending upon whether you are primarily a consumer or a creator. It is a content creator’s world, and you are just living in it. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2017](https://www.thesalesblog.com/blog/tag/2017) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 5, 2017 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. 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