Your Anger Is Somebody's Paycheck. RACISM = R.O.I.
Your anger is somebody's paycheck. RACISM = R.O.I.
Shop Don't Cheat Your Greatness®, 25% off with code SWAN
The Headline: Election Week Is Payday for Outrage
The midterm elections are Tuesday, November 3, which makes this the most profitable week of the year to keep you angry. Researchers at Cambridge studied more than 2.7 million posts from media outlets and members of Congress. Every word attacking "the other side" raised the odds of a post being shared by about 67% (University of Cambridge).
A second study tested Twitter's feed with 806 real users. The algorithm pushed more angry and hostile political posts than a plain time-ordered feed, 62% angry versus 52%. Users said they actually liked those angry political posts less (Knight First Amendment Institute). So the outrage is not what you asked for. It is what pays.
The Money Trail: RACISM = R.O.I.
Invest your attention where it pays you back.
Racism is one of the most reliable outrage topics there is, and outrage is a product. The people selling racism and the people selling the fight against it use the exact same cash register.
| Revenue stream | How outrage feeds it | Pro-racism side | Anti-racism side |
|---|---|---|---|
| Ad views | More shares and comments mean more views, and every view is paid | Yes | Yes |
| Subscriptions and memberships | "Only we tell you the truth" keeps people paying monthly | Yes | Yes |
| Donations and fundraising emails | "They're coming for you" turns fear into a donate button | Yes | Yes |
| Merch, books and speaking fees | A loyal, fired-up audience buys the brand | Yes | Yes |
| Email lists and voter data | Every sign-up becomes a list that can be rented, sold or mobilized | Yes | Yes |
Notice the last two columns never change. The issue is real, and many people on both sides care deeply about it. But the business model rewards whoever keeps you the angriest, the longest. A problem solved is a revenue stream lost.
The Don't Cheat Your Greatness® Lesson
Courtside, calm, and nobody's paycheck.
Your attention is your most valuable asset, and right now someone else is cashing it. Every minute spent angry at a stranger online is a minute not spent on your health, your family, your business or your goals. That is how you cheat your greatness without noticing.
Care about the issue. Just stop funding the people who profit from keeping it unsolved.
And yes, Don't Cheat Your Greatness® sells shirts too. The difference is that ours tell you to think for yourself.
Take Action This Week
- Before you share an angry post, ask one question: who gets paid if I click this?
- Switch one social app to its "Following" or time-ordered feed for 7 days, and notice how you feel.
- Vote on November 3 based on what you researched, not what made you mad.
- Have one real conversation with someone who disagrees with you. Offline.
Wear the Message
Wear Don't Cheat Your Greatness®, put the question on your chest and let strangers ask you what it means. Use code SWAN for 25% off everything; the links below apply it automatically.
-
RACISM = R.O.I. Multi Color Logo Tee:
$31.99$23.99 with SWAN -
RACISM = R.O.I. "Female With Cash" Long Sleeve Tee:
$40.99$30.74 with SWAN -
RACISM = R.O.I. Yellow Logo Classic Zip Hoodie:
$35.99$26.99 with SWAN
Shop the full RACISM = R.O.I. collection (52 pieces)
Don't Cheat Your Greatness®. Motivational Merch. Uplifted Attire.
Questions or Comments? Email tj@dontcheatyourgreatness.com
Sources: University of Cambridge (2021 PNAS study); Knight First Amendment Institute (2024).