You’ve may have access to a hundred and one new channels that allow you to broadcast a message, but there are only a handful of ways to get attention for your idea.

1. Advertising
The old and expensive way to buy attention. You might be able to buy eyeballs, but you can’t guarantee you’re changing minds.

2. Sales
You can beg people for attention using a sales team, or social media. People become tired of dealing with interruptions they don’t want.

3. Public Relations
You could join the public relations lottery and keep waiting for the call from Oprah. It’s a long shot.

4. Earned
Alternatively you could just focus on solving people’s problems and creating something they value.

Build what you’re building for engagement not just attention. Beloved brands, favourite cafes and cherished products are always built to love. Attention in isolation is overrated and it’s not what makes ideas that matter.

Image by Methos04.