The ‘golden arches’ glow at me in the distance as I set out for the gym before sunrise. It’s impossible to miss the 24-hour McDonald’s at the junction no matter which direction you travel. The ‘golden arches’ don’t distinguish the right potential customer from the wrong one. And that’s the point. McDonald’s strategy is to…

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The more people have to attend to, the harder it is to get their attention. Attention is a precious resource. And as with any resource, scarcity creates value. Our culture has taught us that those who can capture the most attention win—never more so than in the digital age. So, we devote a considerable amount…

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Which is better for your business—more people who know about your brand, or fewer people that it matters to? It’s not hard to make our marketing more urgent with better calls to action, bigger ‘buy now’ buttons or a hundred and one other attention-grabbing tactics that don’t scale. What does scale though is affinity. The…

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I arranged to meet one of my Twitter friends for the first time in the little bar at the front of my hotel. He is a designer from London and as luck would have it we were visiting New York at the same time, (something we discovered through our simultaneous posts of Times Square on…

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