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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The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…

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We mistakenly believe that we are powerless to make a difference in an all is lost moment when in fact the opposite is true.

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An ideal audience isn’t just one that’s available—it’s one that’s receptive.
When we say something is just as important as how we say it.

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If we are to do our best work, we must also be intentional about the kind of business and life we want to build. We often default to prioritising our needs while neglecting our wants.

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The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.

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