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Welcome back! I hope you finished up your summer with an awesome Labor Day Weekend.

Attention is the new oil.

And before social media – those of us of a ‘certain age’ – used 100% of our attention to build useful knowledge.

The onus has shifted and that intellectual capital is now worth even more. It’s the perfect time to figure out ways to broadcast your knowledge to the masses searching for it.

Let's get to it.

Comment below and let me know if we’re on the right track.

Table of Contents

• Pull to Eject

  • Attention is the new oil

• Modern Tools

• Old School Wisdom

• Free Knowledge

• Recommendations

• Visual Crapshoot

Pull to Eject

The myth that we share an 8-second focus with goldfish has proven false, but its no lie that our attention spans are shrinking. 

Internet ubiquity has made us less focused.

It’s also made us more dangerous.

Just look at the other drivers at your next stop light. None make eye contact, because they’re all looking at their phone.

Attention is the new oil

The new gurus have been saying this for a few years.

Scott Galloway famously covered this topic 2 years ago and generated wide distribution and commentary at the time.

TLDR: We’ve moved from an oil economy to an attention economy. From atoms to bits. And commercial exploitation of attention has let social media become the weapon of mass distraction.

Today’s headlines prove Galloway was spot on - especially about TikTok.

The biggest players measure millions of monthly average users, but there are plenty of low barrier entries for almost any content creator; small, medium or large.

Solopreneur millionaire Matt Gray uses the line as a sales pitch for his ‘systems.’

The one thing most of us have paid attention to, is our work.

It’s the first thing we answer when asked what we do.

In many cases, we let it define us. And that’s not a good thing actually, but perhaps a topic for another issue.

As a result, the thing we paid attention to in our 20, 30, and 40-somethings has real value today. And the question should be, is that something I might productize?

Look around. There’s a shortage of competence. And I’ve written about ways you might start to use yours.

• Influencers Aren’t a New Trend

• Your Uncommon Knowledge

• Knowledge Monitization

• Lifestyle Business

The thing we have the most supply of - expertise - is in short supply. Especially since AI exploded. Whose expertise needs to be coded into the AI to make the decisions to get the outcomes you’ve achieved?

You do.

The onus has shifted to ideas rather than their execution.

Those of us of a certain age have forgotten more ideas than we could possibly build in our lifetimes. I was literally talking to a Launch Key subscriber last week, who recalled a business plan he had years ago that would still work today.

Wealth will accrue to those with the best ideas.

And it's your once-in-a-lifetime opportunity to create the content only you can deliver.

Is there a market for what you know?

Lucky for us - the new oil is pretty easy to distribute.

Now go launch something 🚀 

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Modern Tools

So maybe your business has lots of data.

And it could tell a great story if you could just figure out a way to present it better. But you’re no designer.

Throw away your boring Excel charts and make professional infographics instead.

Piktochart is free to start … of course.

Old School Wisdom

Sales is the lifeblood of any business.

Chet Holmes classic book has been updated by his daughter with even more content to make your venture grow.

Focus on these twelve key areas of improvement—and practice them over and over with pigheaded discipline.

Free Knowledge

Whether you believe Hormozi is real or hype, his launch of $100 Million Leads had more than 500k viewers on the livestream. It’s not all genius marketing, but there are plenty of gems to be gleaned from his free online courses.

He too says Attention is the New Oil.

Half a million viewers is a lot of petro.

Recommendations

💹 Growth Hunter : Transform ambition into action: your exclusive source for strategies that scale.

📰 Marketing Memos : Proven Marketing Tips for Founders

🏆 IDiyas : Weekly patent newsletter highlighting the most prolific inventors, engineers, executives and entrepreneurs.

🧠 Seven Deadly Stupidities : Discover the patterns that lead to failure and learn how to avoid them.

Visual Crapshoot