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Beyond Attention

filed in Brand Strategy, Marketing

The black-gloved sales assistant in the jeweller’s window is busy polishing the stones in every ring. Totally absorbed in her task, she starts with the rubies, moves on to the emeralds and finishes with the diamonds. She carefully places them exactly two centimetres apart on velvet lining.

The stones sparkle under perfect lighting as the first customer pushes open the door. The two sales assistants glance up from their mugs of tea, then get back to their conversation.

We mistakenly expend most of our effort attempting to get people to take notice, polishing the stones, thinking our work is done. How much better would our marketing be if we stopped making attention the endgame and acknowledged that the real work of marketing is what comes next?

Image by Nefraton.