The number one most important thing in all of communication, not just marketing as we sit here today is your organic social media creative strategy.

That all of marketing and everything starts before you spend money on media amplification.

It is how you extract consumer insights.

It is the most important thing to raise money for your business, to raise money for the PTA,

to be elected local mayor,

to sell flowers of your flower shop locally.

If you want something to happen,

the number one most important thing in the world now is your organic social media content

strategy and capability.

Attention is the number one asset.

Gary, yes.

I'm really excited you wrote this book because,

number one, so much great insight in it.

But also, I'd say as Nicole and I talk

to business owners, to the number one thing people want

is how do we get attention?

Yeah. How do I get people to pay attention to the thing that I'm building? How do I grow?

Which is really how to get attention.

Yeah if you don't have attention you can't start the process of growing.

And you write in the book the number one skill people need in marketing is to understand attention, understand where it comes from,

understand how to find it in undervalued areas. I want to dig into that phrase

understanding attention. What do you think people misunderstand about attention?

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