I have noticed a trend recently that virtually every news station you turn to on TV, be it general news, financial news, court news or otherwise, has a big red bar at the top or bottom of the screen blaring “BREAKING NEWS!!!” They may actually be talking about something that has been in the news for days, but every latest update somehow rises to the level of BREAKING NEWS!!!

Of course, this is just a new trick to break through the media clutter and grab your attention. That is what our society has come to. Not long ago (okay, depending on your perspective) URGENT NEWS was sent by ship across the ocean, arriving to its destination a few weeks later. Imagine applying this standard to today’s news cycle – “BREAKING NEWS: A pipe bomb was found in London’s tube 2 weeks ago. More news to follow.” Ahh, the good old days.

And the idea that what was formerly just ‘news’ is now BREAKING NEWS is consistent with our society where everyone wants results NOW! We are constantly bombarded with messages like “LOSE WEIGHT TODAY WITHOUT HAVING TO DO ANYTHING!” Or “EARN PROFITS OF $8,000, $10,000 OR MORE, FROM YOUR HOME, IN JUST 2 DAYS A WEEK!!!”

And now that we have access to media not by solely a radio, or TV, or computer, but a device that sits comfortably in our pocket, we can get all the BREAKING NEWS all the time, whether it is urgent or not.

So what does all of this mean and how does it apply to stock investing? First of all, not all news is so urgent and you don’t always have to take action on it. The next time some ground breaking news emerges about Coca Cola, ask yourself if the 1.4 billion people who are not reading the urgent message but instead enjoying a sip of Coke that day really care. Remember, the financial commentator’s job is to get and keep your attention – and sell ads – not manage your portfolio, so keep everything in perspective. When their competitors on another channel turn up the volume, they need to do the same to keep you tuned in. But that does not mean what they have to say is any more important or urgent than it was the day before.They just need to fill air time.

Also, if you still feel the need to watch every last bit of news, don’t feel compelled to react to everything you hear or read. Put things in perspective before taking action. In 9 out of 10 cases, whatever seemed like such a big deal will fade from memory and the fundamentals of the business will come to the fore once again. How long ago was it that the Abu Dhabi sovereign debt crisis was to be the downfall of modern civilization?That media story lasted about 2 weeks, and then something else took its place.Coke still sells plenty of cans there and elsewhere in the region.

Finally, think about all the instances you took your sweet time getting something done, particularly a very challenging undertaking. Maybe losing 20 pounds, or writing a book, or some other meaningful accomplishment. Remember how good it felt once you were done, how the effort along the way, rather than taking away from the gratifying outcome, contributed to it. The great art of struggle seems to be lost. The reality is the greatest things in life are the ones we work hardest for.

The next time you hear some advert or commentator tell you with urgency how you need to ACT NOW to buy some product or service that will lead instantaneously to positive change, tell them (or yourself), “thanks but no thanks” as you turn off the tube, roll up your sleeves, and engage in the real effort that you will look back upon with satisfaction.