December 9


TED talk lets you open opportunities for innovation by really understanding time-shifting

Adrian Ott’s TED Talk Explains How the Rules Have Changed in an Attention-Scarce Economy

I’m feeling the pressure to make the most of my time, and with my interest in and access to technology, I simultaneously feel like I am a step ahead of the game and also a step behind because the rate of information flow (and new products and services) is ever increasing. Even though I have an iPhone that’s like another appendage, I use the apps on the first two pages more than any of the others during any given week. I haven’t written a check by hand in years; my online banking autopays utility accounts and my accountant prepares and handles my business expenses. Members of my immediate family are puzzled when someone says that he or she has to rush home to see a television show or game, because with few exceptions, we would set up our DVR to record the video to play back at our convenience. I really get how important time-shifting and time-slicing has become to the quality of my business and personal life.

What I learned from Adrian Ott’s TED presentation on YouTube is how critical the issue is for corporate marketers and non-profit executives.

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Adrian explains how your customers and prospects are creating attention filters. Simple examples include only looking at the top of Google search, as well as the others I mentioned above.

By outsourcing and automating, customers are time-shifting and time-slicing to reduce the load on their attention, and there are vital implications that must be incorporated into marketing plans, strategies, and campaigns.

If you’re not aware of them or competing correctly to stay in front of them, you are missing out on the slice of attention they are allocating. Listen to this video to gain new insights into how to navigate and think about your market in a customer-centric, attention-shrinking economy.


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