Psychologist, economist and Nobel Laureate Herbert A. Simon first coined the term the “attention economy” at the dawn of the information age, observing that “a wealth of information creates a poverty of attention.” More than a half century later, his insights have proven prophetic.
The 21st century media landscape has become a modern day Tower of Babel in which endless information and messaging exists as undifferentiated noise. How does an individual or organization break through that noise and earn that most precious of assets: other people’s time and attention?
Great creativity, of course, is key as is the ability to execute your creative vision but, too often, what is lacking is a strategic, data-driven approach that asks the fundamental questions:
- Who/what is the product/organization/message at its core?
- Who is the audience?
- Who is the competition?
- What are the short-term and long-term goals?
- Where should messaging/communications be concentrated?