Timed Out

I’m exhausted and I bet you are too. It seems as if there is just too many things screaming for my attention and it makes my brain hurt. More importantly, I and many others have maxed out on our ability to spend time with various things. This is important and has ramifications across many businesses, including maybe yours.

There are only 24 hours in a day. While many of us would like to follow the old Warren Zevon line about “I’ll sleep when I’m dead” (he is, by the way), we do need sleep and that cuts into those 24 hours. But the rest of the day is one demand for our attention after another. In fact, many businesses are built entirely around their ability to grab and hold our attention. Any advertising-based business certainly is. So are many subscription businesses such as Netflix or HBO. Video game studios need to hold us to justify the $50 price tag.

So what happens when we all are maxed out and have no more attention to give? It then becomes a land grab for share. We can’t make more “attention hours” during the day. This is from a media research firm called Midia:

Engagement has declined throughout the sector, suggesting that the attention economy has peaked. Consumers simply do not have any more free time to allocate to new attention seeking digital entertainment propositions, which means they have to start prioritizing between them.

They’re writing specifically about video games but it really applies across the spectrum of attention-based businesses. Attention does not scale. There is only so much time in the day and only so many ads one can see much less pay attention to. Yet ads are everywhere and that’s why they’re becoming less and less effective. We’re ad blind because it’s all noise. 99.5%+ of people don’t respond to banner ads and I’m willing to bet that some of those who do click do so by mistake.

So let’s start the week by asking ourselves how we get beyond the attention economy. Better service does. Better products too. Fortnight has by being a great experience that’s free. It’s not just a game – it’s become like the old virtual worlds we thought would be big back in the 1990s. E-sports are taking away from real sports, maybe because anyone can dunk in virtual basketball. We often see more fans watching people play videogames in person than we do attending real games. How are they winning the time-suck game?

Thanks for giving me some of your attention today. Who else is earning it and why? More importantly, how can your business do the same?

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Filed under Consulting, Thinking Aloud, What's Going On

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