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We are now well and truly in the information age. Actually, we all have so much free information available to us that we couldn’t possibly get through it all in a single lifetime.
The effect of this is that real money is no longer to be made from selling information. The real money is to be made from getting your attention. Think about the medical profession for example. 20 or 30 years ago, people went to their GP and believed everything that he said as if it were gospel. Now, the role of the GP, and his income, have both diminished, because we all have access to the same information, for free, on the web. Only specialists can attract a higher income, because they have more information and a skill set that goes with it, and it is the skill set that we pay for.~~Coaches Comment. If you are in the information business, for example, if you are a writer, or a speaker- the profit that you make will not come from what you have written so much as from how attractive you are and how attractive/unique/new the information you are packaging is. Ask yourself, how can I package myself and my information in a way that is attractive and gets attention. For example, give away your information for a very small fee and offer something else that is value added and very attractive at a reasonable price.
2. The real currency in the information age, is attention.
The main competition that is going on is for your attention. Without your attention, there is no use for the information. Think about it. Without your attention you would not be reading this page, even if you are an expert at multitasking. As the author of this newsletter, my job is to have this information be so compelling that I buy your attention rather than you give it to someone or something else.
3. Attention is a fundamental human desire.
We all crave it, in our own way. When we connect with people, we are really exchanging attention. Ultimately, without attention, we would wither and die.
4. Attention is a zero sum game.
Sounds kind of harsh, yet true. It is very difficult to really focus your attention on more that one thing. You may be able to focus part of your attention on multi tasks, but not all of it. Therefore, I have your attention at the cost of someone else being denied it.
5. Our ability to process information is expanding, therefore our ability for attention is expanding.
Young people, brought up with super nintendo and video games, have more “twitch speed” than do the older generation. They can process information at a much faster rate, and therefore have the ability to receive more of the attention currency. This means that if you wish to compete for the attention of youth, you must provide it in a medium that is fast and attention grabbing. Watching a video to learn will no longer make the grade. Creating educational video games that are fast and interactive, will grab attention. Likewise, the old style of teaching/facilitating, will have to become much more interactive and multidimensional, in order to keep attention.
6. Attention cannot be brought.
Its a little like the old saying, “you can lead a horse to water but you can’t make it drink.” Attention is by choice. You cannot make me watch an add on TV. It may seem voluntary that I watch it, but it is often more compelling that I have to watch it.
So how do you get attention, if it cannot be brought? It has to be very attractive, catchy, supplying a need, fulfilling a value, offering a lot more than everyone else, different, sexy, desirable, or, you must be a superstar.........
7. The attention economy is based on the superstar system.
Sad, but true for now. Superstars have more attention than they want, usually. Our currency is moving more and more towards the superstar system. Anonymity will no longer do it. You need to be known as.... in order to get attention. Even the poet recluse who writes beautiful poetry becomes a star, or doesn’t earn from his poetry.
How can you become a superstar in your own field? What can you stand for that you are passionate about and are willing to put your name on?
8. The attention currency comes at a price.
The price for this new currency could be quite high. It will really be up to you to keep the price low. With the rise of superstars comes inequality between the superstars and the fans. The increased demand on our attention will keep us from reflecting and thinking deeply, if we let it. It will also take us away from time with our loved ones, and the things we love to do. They need our attention too.
~~Coaches comment. Getting caught up in the attention economy is very seductive. A couple of tips that may keep you focused on what really counts: (i) make a list of all the roles that you play in your daily life, be it parent, worker, career person, artist, spouse, housekeeper, chef, sibling, lover, athlete....(ii) look at the tasks that you do every day in each of the roles that you play. (iii) ask yourself the questions, “Is this task/role absolutely essential in order for me to live a fulfilling life? Is this in alignment with my values? How much is it costing me to do this task, live this role, that is irreplaceable?”
9. Ask the question “where do I invest my attention?”
A rich question. With the competition for your attention being so high, be very aware of where you invest it. Think in terms of dollar value. If you were given $10,000 dollars of attention every day to invest, where is it going? Is it going into watching TV? Is it going into your career, with nothing left over for you, or your family?
10. Ask the question “how can I get the right attention to optimise my potential, and all the unique gifts and talents I have to offer?”
What is it that you have that no one else does?? What unique combination of skills and gifts are you blessed with. How can you let the right people know that you have these and become a superstar in your own field. How can you package yourself in such a way that the people who will benefit from your skills will notice you.
~~Coaches comment. I have a client who is a world class athlete and one of the ways that he gets attention, which is neither contrived or false, is to dye his hair wild and wacky colours for different events. This is a natural part of his character, and it certainly creates attention. The key here is to have your attention method be a natural part of your expression.
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News for the month
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Some of you may have noticed that there has been a gap since I last wrote a newsletter? This has been due to the rapid expansion of my Coaching business. From now on, the newsletters will be monthly. I am also starting another newsletter, The Optimal Athlete, which will be on a fort nightly basis, and will be specifically targeted to elite athletes, in two categories, pre -elite to elite, and moving from elite into post athletic career. The newsletter will cover interviews, case studies and tips on becoming a superstar athlete, and on transitioning back to life after sport.
Please let me know if you wish to subscribe to this newsletter.
Wishing you all a very joyous Festive Season and may the year of 1999 be one of peace and love,
Christine McDougall
God give us rain when we expect sun.
Give us music when we except trouble.
Give us tears when we expect breakfast.
Give us dreams when we expect a storm.
Give us a stray dog when we expect congratulations.
God, play with us turn us sideways and around.
AMEN
By Michael Lang, and Australian poet cartoonist.
From the book Short Notes form the Long History of Happiness.
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Want to hear more about this important topic or ask some additional questions about how to get attention happening in your life? Fax a note on your letter head to 61 7 55384272 or send an Email to Cmcdougall@usa.net.
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