This post is part of our ongoing Quote Series, where we unpack powerful ideas and apply them to work, life, and marketing. Lately, I’ve been reminded—over and over again—of a particular one: 20 percent of the people do 80 percent of the work.

I first heard it at a cheer banquet. My daughter is a freshman on the varsity team, and I took a bit of a backseat to the upperclassmen moms. But I was quickly informed that next year, I’d be part of the 20 percent—one of the parents who steps up and keeps things moving. And not just that I should do more, but that I’d want to.

Then, an animal sanctuary our family supports posted something interesting on social media. They challenged the 80/20 rule, saying that healthy partnerships don’t have to equal 100 percent. Instead of some people giving 80 and others giving 20, what if everyone aimed for 60 percent? That extra effort across the board would create stronger, more sustainable success.

And finally, the same theme surfaced again at church, where we read Matthew 9:37-38: The harvest is plentiful, but the workers are few. A reminder that there’s always work to be done, and that we’re called to serve.

The 80/20 Rule in Marketing

These ideas don’t just apply to volunteering, partnerships, or family life—they show up in business and marketing, too.

• Influencer Marketing: In nearly every campaign, 20 percent of influencers drive 80 percent of the engagement and conversions. It’s why we don’t just recruit talent; we analyze data, nurture top performers, and double down on what works.
• Content Performance: Most brands find that 20 percent of their content generates 80 percent of their leads. That’s why a strong strategy isn’t about doing more—it’s about doing more of what works.
• Retail & Sales: The same applies to retail and e-commerce. 20 percent of products often drive 80 percent of revenue. A smart marketing strategy leans into bestsellers while testing new opportunities.

But what if, like the animal sanctuary suggested, we challenged the rule? Instead of assuming that only a small portion of efforts will yield results, what if we aimed for 60 percent across the board? Imagine if more influencers in a campaign drove measurable impact, if more content consistently performed, if more products contributed meaningfully to revenue.

Finding Balance

And what about work-life balance? It’s easy to let the 80/20 rule take over here, too. At home, maybe it feels like 20 percent of the people do 80 percent of the chores (anyone else parenting teenagers?!). At work, maybe you’re one of the 20 percent carrying the weight. But what if everyone gave a little more—without burning out? What if we focused on sustainable effort instead of extreme imbalances?

The Takeaway

The 80/20 rule is real. It’s a fundamental truth in business, marketing, and life. But it doesn’t have to be a limitation. By shifting mindsets, redistributing effort, and encouraging more participation, we can create better teams, stronger businesses, and healthier relationships. Maybe next year, I’ll be part of the 20 percent at cheer—but maybe we can all aim for something closer to 60.

What do you think? Where have you seen the 80/20 rule play out in your life or work?

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