When You Have Someone’s Attention: Don’t Waste It!

A couple quick thoughts at the end of the week.

Humans are no longer limited by a lack of information.  We’ve never had more Wikipedia articles, Google search results, emails, updates, and every other way we get information when we need it.

We even have Siri or other artificial intelligence like Big Blue to do the work for us.

Information is not the problem.

 

We are now limited by the amount of attention we have available.

When you earn someone’s attention, you shouldn’t waste it.  It’s precious!

 

Does your page respect people’s time?

  • Do you dominate Facebook with a ton of trivial posts?  We only have so much time and you’re wasting it.  We will unfollow or hide you.
  • Why are our comments awaiting moderation on your blog? You have a spam filter.
  • Are you deleting Facebook comments that are unfavorable to your brand?  You are asking for trouble.  Comments will go somewhere.
  • We won’t do business with you if you ignore questions or comments on your page.

 

Why are your customers waiting?

  • I spent 3 hours on the phone with AT&T yesterday.  Now I’m switching to Verizon.
  • My favorite grocery store has no parking.  I now have a new favorite.
  • Sam’s Club always has 10 people in every line.  I’m not renewing my membership.

 

How are you one on one?

  • Are you constantly checking your phone?
  • Are you dragging the conversation down by spend too much time on meaningless stuff?
  • Are you actually listening?
  • Do you spam your contacts with unnecessary emails or other deferred communication?
  • Do you say stuff just for the sake of saying it?

 

For the sake of humanity, we must stop.

 

The developed world is out of time.  Relationships are suffering.  People are overwhelmed.

If you want to keep people’s attention in the Attention Era, you must respect it.

It starts by not wasting it.

Have a great night,

Aaron@Biebert

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In Defense of a 2-Year-Old Secretariat

While reading Warren Buffett’s letter to the Berkshire Hathaway shareholders last week, I came across something very interesting.

Apparently, Warren Buffett just hired 39-year-old Todd Combs as part of his succession plan.  Some are up in arms, saying he “lacks experience” and is too green.  Since Todd and I share the same generation, I was intrigued by the following explanation by the “Oracle of Omaha” himself:

“Our goal was to find a 2-year-old Secretariat, not a 10-year-old Seabiscuit.”
– Warren Buffett

I want to be clear that I have absolutely no problem with experienced people.  In fact, I’m on the lookout for an experienced mentor myself.  I believe that experience may bring additional maturity, strength, and other positive traits to a person.

However, in a time when our world is changing faster than ever before, I want to caution people who focus on “experience” rather than talent and learning ability.

Just look at the last 10 years, as Google went mainstream and some of the most popular marketing tools in the world wove themselves into the fabric our lives:

  • Wikipedia (2001)
  • Linkedin (2003)
  • Facebook (2004)
  • YouTube (2005)
  • Twitter (2006)
  • iPhone (2007)
  • Groupon (2007)
  • Foursquare (2009)

The Attention Age has begun!

With New Media entering the stage, business leaders must deal with 24 hour news cycles and the collective attention span of a world constantly seeking out the next big thing.

Personally, I’m enjoying it.

I’m embracing it.  I’m learning it.  I’m living it.

Whether you’re a “10-year-old Seabiscuit” or a “2-year-old Secretariat”, one thing is for certain:

Experience isn’t as important as it used to be.

We’re all students in these new and exciting times, and the leaders who are best with creativity, learning, and vision will win big.

Todd, I’ll be cheering you on.

Have a great night,

Aaron@Biebert

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