"Attention is another way of saying 'time.
Attention is time, as in 'where I choose to spend my time.' This is why this concept (whether we call it 'attention' or 'time' or what have you) is fundamental. It's also why it applies, fundamentally, to marketing.
If this is true, how do you earn the time of your prospective customer? It may mean that "marketing" now needs to do things that:
Provide real value (in the form of information or insight)
Provide content that is creative and/or entertaining
Provide a venue and the opportunity for prospective customers to connect with others who have similar views or needs"
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