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The 8/10 Filter

Every idea on your list passed the same test, which is "will this move the needle?" That is exactly why the list is 200 items long and nothing on it is getting done. A question that says yes to everything isn't a filter, it's a green light.

What if you had a second question, one that told you honestly which of those good ideas you could actually sustain, and what to do with the ones you can't?

  • The Two Questions
  • The Drop, Delegate or Systematise Diagnostic
  • The One Thing Selector
The 8/10 Filter

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Created by Matt and the team who not only host the eCommerce Podcast, but also have a portfolio of eCommerce brands.

Matt Edmundson

Why Nothing on Your List Gets Done

You know there's a gap between what you've learned and what you've actually implemented. Here's what is usually going on underneath it:

  • "I just need to be more disciplined" – You're disciplined about everything else in the business. This isn't a willpower problem, it's a filtering problem.
  • "I'll get to it when things calm down" – Things don't calm down. An idea waiting for a quiet quarter is one you've already dropped, you just haven't admitted it.
  • "They're all good ideas, I can't cross any of them out" – Correct. They are all good. That's precisely why you need a second question, because the first one can't help you choose.

What it costs to leave this unsorted

  • Good ideas half-started and quietly abandoned around week three
  • Time and attention eaten by things you'll never finish, taken from things you would have
  • A team who have learned that new initiatives don't tend to last
  • A slow accumulation of guilt about a list that only ever gets longer

This isn't about doing more. It's about being honest, once, about what you can sustain, and then getting the relief of crossing out everything else with a clear reason.

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<h2>Why Nothing on Your List Gets Done</h2>
<p>You know there's a gap between what you've learned and what you've actually implemented. Here's what is usually going on underneath it:</p>
<ul>
<li><strong>"I just need to be more disciplined"</strong> – You're disciplined about everything else in the business. This isn't a willpower problem, it's a filtering problem.</li>
<li><strong>"I'll get to it when things calm down"</strong> – Things don't calm down. An idea waiting for a quiet quarter is one you've already dropped, you just haven't admitted it.</li>
<li><strong>"They're all good ideas, I can't cross any of them out"</strong> – Correct. They are all good. That's precisely why you need a second question, because the first one can't help you choose.</li>
</ul>
<h4>What it costs to leave this unsorted</h4>
<ul>
<li>Good ideas half-started and quietly abandoned around week three</li>
<li>Time and attention eaten by things you'll never finish, taken from things you would have</li>
<li>A team who have learned that new initiatives don't tend to last</li>
<li>A slow accumulation of guilt about a list that only ever gets longer</li>
</ul>
<p><strong>This isn't about doing more. It's about being honest, once, about what you can sustain, and then getting the relief of crossing out everything else with a clear reason.</strong></p>

Related Episode

Dive deeper into this topic with this podcast episode

300 Episodes In, and I Still Got This Wrong

with Matt EdmundsonfromAurion Digital

After seven years and 300 episodes, Matt's most useful lesson isn't a tactic. It's that "will it move the needle?" says yes to everything worth writing down, which is why notebooks fill up and nothing ships. This episode is the honest report on a 90-day Instagram experiment he committed to on air and didn't deliver, and the framework he should have applied to it. Two questions, a drop-delegate-systematise diagnostic for when an idea fails, and the one-thing rule for what survives. Plus the podcast conversation that took mobile conversion up over 400%, and what 300 episodes have actually been worth.