Time to read: 3:03 minutes
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1. One (marketing) Idea

Imagine I gave your business a magic marketing wand.

You get one wish.

What do you shazam into reality?

If your answer isn’t the attention of those you desire to serve, you’re wrong (sorry).

I rarely take hard stances. But I believe we’re all playing for the same thing: attention.

Thankfully, not from the same people. The smoke shop on Fifth Avenue is targeting the attention of a very different group of people than the Pilates place on Paramount Drive.

However, the downtown Peleton store competes with Pilates Place to get attention from the same people. And that’s where the game plays out.

I hope this isn't a surprise to you.

We’re apes.

We’re humans. But we’re really just thoughtful animals with clothes on.

We desire to be seen by those we identify with or aspire to be like. And to be seen, we first require the attention of someone else. It’s a critical component.

Imagine your best friend or spouse randomly gave you zero attention. Acted as if you don’t exist. That would kill you. And it has for those who have gone through “splits.”

The attentive gaze of someone listening to you speak can fill the spirit full quicker than anything else. It’s a built-in feature of the human to desire and bask in the attention.

It makes complete sense that marketing, a brand-to-human connection, has attention wrapped into it. Without the attention of your ideal customer, you can’t serve them. IMPOSSIBLE.

Unless you’re the local DMV.

What exactly is attention?

The term "attention" originates from the Latin word “attendere,” which means to stretch toward, to apply the mind to. For centuries, philosophers and psychologists have been interested in attention due to its influence on human behavior and cognition.

Continue reading this half-baked essay

2. One Quote

"There is very little difference between the capacity for mayhem and destruction, integrated, and strength of character. This is one of the most difficult lessons of life." – Jordan Peterson (12 Rules to Life)

The greatest lie you can fall for is that you're different than evil people.

You and I are no different from them. We're a thousand micro-decisions away from being a murderer, drug addict, or rapist.

Argue with me all you want (but you're lying to yourself).

Humans can be incredibly benevolent or immensely cruel.

Hilter, Stalin, that person on the news. They don't have a rare gene.

They are human, like you and I.

What we do with the millions of micro-decisions in our lives creates us. As a friend says, "Good begets good."

Virtuous behavior creates a virtuous person.

What will you do with your micro-decisions today?

3. One Episode

I love podcasts (obviously).

I wish more people did because they have much to teach.

Not only by listening but also by thinking about what makes a podcast stand out.

In this episode of Creative Science, Dan Misener breaks down what makes a good podcast.

And I think most of it relates to content (and marketing).

One of my fav ideas shared is how to troubleshoot why a podcast isn't working. Ask one question:

Is it a marketing or marketability problem?

Most times, it's the latter.

Don't find more ways to share shit.
Figure out how to make it better.

Enjoy 👉 https://podcast.creatorscience.com/dan-misener/

4. One (life) Idea

Do you have a moment you wish you could "do over?"

I have many. But one stands out:

It was a summer night, and I just finished my lifeguard shift. I was heading to my car when an old friend stopped me.

He was holding a pipe filled with weed. I was going for a run and didn't want anything to do with him. I told him to "get away from me."

Months later, he killed himself.

We grew up on the same block.
We ran on the same cross-country team.
I did my first shot with him in a friend's basement.

And in my final moment with him, I was a dick.

Even if we had an amazing interaction, it wouldn't have changed things. I'm just sad that was the last time I saw him.

I was walking this week when this hit me. I was depressed, and this pushed me further down. That's not who I want to be.

I want to lead with love. I want to be a safe space.

While I can't get a "do over," I can change my behavior today.

I can be more loving.

Because you don't know when it's your last moment with someone.

5. One Photo

Be more weird.

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– JO (every second counts)