Spotting signal over noise

I just discovered a delightful surprise with one of the projects I’m currently building.

When you start a new project, you’re essentially tapping in the dark. In the very early stages, you might have an idea of where this project could lead because you drew up some inspiration. But it’s impossible to predict where a new project could actually end up later.

To steer your project in the right direction by doubling down on what works, you need the skill to spot signals and filter out the noise.

The goal: Creating an asset that grows on autopilot

With this specific project, I wanted to build something that required some calculated initial effort but could grow more or less on autopilot afterward. I figured that YouTube, with its SEO-driven algorithm, was the right platform for that. So, I created a tutorial-style video in German where I explained a tool I use, leaving an affiliate link to sign up for it in the description.

About two years have passed since then, and I’ve noticed that despite starting this channel from absolutely zero and putting close to no effort into it since, the video has garnered over 1,000 views and 30-something subscribers organically. That might not sound like much, but considering how niche this is, it’s actually remarkable.

Also, if only a tiny fraction, like 0.5%, of those viewers were to sign up for the tool via my link, it would have already been worth it in terms of the effort I put into this.

Spotting signals

Not only did this bet turn out successfully, but I also noticed that in the last couple of weeks, views were spiking on this two-year-old video.

In an attempt to figure out what accounted for this growth, I looked up a few related keywords to my video on YouTube and was surprised to see that a major German tool review website featured my video on their landing page.

Those are the signals you’re hoping for but cannot control.

First, invest calculated effort. Second, observe.

I’m sharing this with you because this is a perfect example of a small bet that turned out to be successful, giving me a small win now instead of a big failure.

I had an idea for a project, I time-boxed my effort, I published, and then I just observed. Now, even two years later, it’s giving me signals that there is actual demand for this.

If I want to, I can now double down on this and seize this opportunity further. And if, meanwhile, I have different things going on that I’d like to prioritize, I can still appreciate the ROI on this small bet.

Small investment, big upside.