I do wonder how many of you consider paying attention part of your job. It's not a right or wrong answer. It's a different kind of question.

If there is attention scarcity on the one hand, there is plenty of opportunity on the attention scale on the other. Jianina Pagliarini quotes Mary Oliver on Facebook:

To pay attention, this is our endless and proper work.

Paying attention to your promise, and how you execute with discipline, structure, and drill:

  • seeing what you have, and what you haven't realized yet about your business
  • identifying the model, what you exchange that is differentiated and tradeable
  • thinking about how you can continue to have people that understand that

You can break down the modern marketing method: Communicating, conversation, listening, and observing, match it to the right marketing task: Executions, and it will lead you to a variety of Objectives, all done with the right intent: Influence.

My friend Peter put it very elegantly:

In this age the customer is focused on you. The questions are what do you have to trade that they don't know they really want and what will you get in return that is worth more (that's the essence of strength).

In some respects the technology is now sweeping the market listening for evidence of surprise and value. Corporations listening to consumers listening to corporations is an odd conversation indeed.

Why isn't the culture about keeping promises? Who sets the pace? Is it the employees? Customers? Is it not the business itself? It's not a right/wrong, yes/no kind of deal.

The deal is: Which is the most useful insight? That's what should get your attention.


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