Attention
Worth precedes attention
The industry optimises for reach because reach is measurable. But attention that lands on something not worth attending to is the most expensive thing a company can buy.
Journal
Notes on being understood.
Working notes from building Arci: how markets decide what to pay attention to, why most marketing output ends up competing with itself, and what changes when a system remembers everything it has already tried.
What we keep coming back to.
Three ideas the product is an argument for.
Relevance
A hundred people who care
Reach is a vanity denominator. The useful question is not how many saw it, but whether the ones who did were the ones for whom it actually mattered.
Memory
Why marketing keeps starting over
A campaign ends, an agency changes, a marketer leaves — and the reasoning leaves with them. Institutional memory is the difference between cumulative and repetitive.
