The Attention Economy Is a Lie

On why chasing eyeballs is a distraction, and what to measure instead.

For years, marketers have been told the same thing: more reach = more growth.
(Grow or die! Arrrgh). Get more impressions. More followers. More views. More more moreeeee.

Sorry, but attention alone doesn’t build a brand. If your “awareness” doesn’t translate into memory, trust, recall, emotions, preference, advocacy (you get the point), you’re renting att…