Whenever I come across a blog article that says something along the lines of “5 tips to increase your website traffic”, I can’t wait to get to the end.

I want to know those 5 tips, but I don’t necessarily enjoy the journey of reading them.

I want to know the conclusion. The climax. All I care about is the information.

But when I watched Breaking Bad, I did not want the series to end. I could have skipped to the last episode to find out what happened to Walter White, but I didn’t. I avoided the spoilers at all costs. Why?

Because the journey is important. I want to experience the path.

A similar thing happens when I listen to a Tim Ferriss podcast or a Seth Godin book.

Great content is like that. We don’t want to get to the end.

The destination isn’t the point. The journey is.