How do you get people to care about what you care about?It's a marketing question. A movement-building question. A question at the heart of the attention economy. And in one form or another, it's the question I've probably received more than any other over the last 15+ years. After all, there is no silver-bullet <a href="https://whatworks.fyi/articles/sell-out-with-me-oh-yeah">social media plan</a>, no door-knocking strategy, no magical meeting agenda that produces results if the message at its heart doesn’t resonate with those receiving it.This episode is in four chapters. In the first chapter, I assure you that getting attention is actually (relatively) easy—even if few of us are willing to do what it takes. In the second chapter, I explain why paying attention is really difficult, with the help of my favorite French philosopher. In the third chapter, I've got a story about getting my teenage daughter to watch a movie explaining esoteric financial products. And in the final chapter, I'll share a little idea I've been referring to as the Swimming Pool Theory of Communication.If you care about getting others to care about what you care about (and I know you do), this one is for you. Footnotes:<ul><li><a href="https://www.youtube.com/watch?v=riOLKYzVuLc&list=PLAhPivkvWyMZ5Oyngwz0hVbjdpMEM3YlP">Reasons my husky got mad at me this week</a></li><li><a href="https://www.youtube.com/watch?v=HktF2G2E4pE">Things that annoyed Waffles this week</a></li><li><a href="https://press.uchicago.edu/ucp/books/book/chicago/S/bo28025909.html">The Subversive Simone Weil</a> by Robert Zaretsky</li><li>The Big Short (<a href="https://wwnorton.com/books/9780393338829">book by Michael Lewis</a>, <a href="https://en.wikipedia.org/wiki/The_Big_Short_(film)">film directed by Adam McKay</a>)</li><li>"<a href="https://we.riseup.net/assets/102142/appadurai.pdf#page=202">Encoding/Decoding</a>" by Stuart Hall</li></ul>
<ul><li>(00:00) - Introduction</li>
<li>(03:02) - 1. Attention is Easy</li>
<li>(07:38) - 2. Attention is Really Hard</li>
<li>(15:33) - 3. The Big Short</li>
<li>(24:17) - 4. The Swimming Pool Theory of Communication</li>
</ul>

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