Today’s (and Tomorrow’s) Currency Is Attention.

Historically, the belief has been that execution is more important than ideas. This was true because coming up with an idea is easy, and execution is hard. However, we’ve entered a new era in which attention now reigns over both execution and ideas.

Without visibility to be known, heard, and understood, the thing you are working on can be executed well and be a fabulous idea, and it will go nowhere. Attention is now the great lever of power and influence. It will be for the foreseeable future, too.

Does this mean that great execution and a great idea are meaningless? No, but it does mean that you have to work with a greater emphasis on attention for the other two to matter. Think of it as an 80/20, with attention being 80 until you have sufficient attention.

What’s the best way to get attention that isn’t sketchy and undesirable? To define and create a space that you can own that highlights your approach to solving a problem (the idea) and your ability to deliver on the promise of value to customers (the execution).

Attention for companies isn’t the same as for individuals. People can garner attention, go viral, and become influencers for actions you would never want associated with your company. Companies still have to solve a problem commercially worth solving and have to execute diligently to solve it efficiently, satisfactorily, and profitably. Attention for businesses serves the idea and execution while benefiting from them. None can exist independently.

With the above said attention for companies is a tricky balance of carving out your own space and identity that separates you from competitive options, direct or indirect. It provides you with a larger, more effective bullhorn that is pleasing and resonates with customers.

We can bemoan the fact that the currency of our time and going forward is attention, but that doesn’t do anything to help you with go-to-market. The more you embrace the importance and value of attention, the sooner you can create a category that drives your business.