I could see off in the distance two small figures bouncing up and down on the side of the road.
I was driving toward the beach at the time, just before sunset.
I got closer, I could see it was two teenagers dressed up in uniforms, and were holding big discount signs for a takeaway restaurant.
They were shouting out a song, and waving the signs at the traffic. You know what I mean… they had this a lot back in the day.
Did I pull in for a meal at the hot discount price?
Of course not. I kept driving to the beach.
Do I even know what the restaurant was?
Nope. And I’ve seen these kids a few times on that corner now.
We don’t like to allocate attention to something. It’s neurologically expensive. The only way you are going to hold attention in an over-communicated environment is if you create resonance.
Attention + story = resonance.
Then you don’t have to shout and wave, you can even whisper. We’ll gladly pay attention and check out what you’ve got, because we’re interested in what you’re about, and where we can go together.
