When movie star and matinee idol Jennifer Lawrence was 14 years old, she came up from Kentucky with her family and was a tourist in Times Square when she was discovered.

And they marched her down the street to audition for a Reese's peanut butter cup commercial. She got the gig and the next thing you know, she's a movie star.

Hey, it's Seth and this is a Kimbo.

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So this is a bit of a rant, but it is something that is becoming more and more widespread as we go digital as the cost to getting to market is cheaper than ever.

As attention keeps getting spread thinner and thinner and as more and more people grow up believing that it is their duty, their obligation and their right to be slightly or even more than slightly famous.

So let's start with Clubhouse. Clubhouse was the hot thing of 2021. It is unlikely to be the hot thing going forward because it was so easy to copy.

But also because they didn't really understand what was on offer when it came to discovery.

Now, when Pluto is discovered, it doesn't mean that Pluto is invented that Pluto was created. It just means that human beings, certain human beings, now know about it.

Columbus did not discover America, neither did some Vikings or some explorers from China.

It was already here. There were already people living here. So the word discovered just to begin with, we have to be clear about what we mean.

What we mean is on someone's radar that they are choosing to pay attention and discovery has mattered an enormous amount in the worlds of culture and business for a very long time.

The reason is this. Attention flows. Attention is finite. Everybody gets the same amount every day.

And for millennia, tens of thousands of years, we were mostly bored. That if you wanted to hear some music you sang, some music, or you listened to your neighbor sing.

And the rest of the time you were either hunting or growing crops or before that you were walking around like a nomad.

But you didn't ask what's on Netflix right now. You didn't binge the sopranos. There wasn't this constant demand for attention parceled into smaller and smaller pieces.

When radio came along, suddenly you could make a living, a good living, if a lot of people chose to pay attention to your show, Jack Benny or the shadow, whatever it was.

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