Attention pays off

Do I want more people to pay attention?

Or do I want the right people to pay attention?

The work you create is rarely able to do both.

Getting more people to pay attention is usually a race against time.

You’re trying to get enough people to pay attention so that the audience reaches critical mass.

And if you fail to reach that critical mass point, the number of people paying attention falls off rapidly until nobody remains to watch.

You can always get more people to pay attention by spending ever more money.

But you will always be spending money.

Products and services worth talking about attract the attention of the right people.

The kind of people who will tell others about your product or service.

The kind of people that will pay attention even when you are at your best, when you didn’t do a fantastic job that one time, when you are experimenting.