"No one clicked on it, no one liked it..."

These two ideas are often uttered in the same sentence, but they're actually not related.

People don't click on things because they like them, or because they resonate with them, or because they change them.

They click on things because they think it will look good to their friends if they share them.

Or they click on things because it feels safe.

Or because they're bored.

Or mystified.

Or because other people are telling them to.

Think about the things you chat about over the water cooler. It might be last night's inane TV show, or last weekend's forgettable sporting event. But the things that really matter to you, resonate with you, touch you deeply--often those things are far too precious and real to be turned into an easy share or like or click.

Yes, you can architect content and sites and commerce to get a click. But you might also choose to merely make a difference.