lately i've been thinking a lot about attention.

not how to get it.

but who it's actually coming from.

everywhere you look, someone is trying to grab a few seconds of your time.

another reel.

another ad.

another "you need this."

and if i'm honest, i catch myself doing it too.

trying to find better hooks.

better ways to get people to stop scrolling.

because that's the game now.

attention feels like the currency.

but i'm starting to wonder if we've become so obsessed with getting attention that we've stopped asking a more important question.

whose attention are we actually trying to earn?

it would be easy for me to spend every day making seven second clips.

chasing views.

following trends.

trying to make something that reaches as many people as possible.

but i'm not convinced i'd be building the audience i actually want.

someone watching a clip for seven seconds doesn't necessarily care who made it.

they'll probably never think about it again.

that's not a relationship.

it's a moment.

one thing i've realised is this.

attention gets you noticed.

connection gets you remembered.

they're not the same thing.

the biggest opportunities in my career haven't come from reaching the most people.

they've come from someone remembering my name.

coming back months later.

someone feeling like they already know me before we even spoke.

that's how creative careers quietly grow.

i've been reminded of this a lot recently.

it's easy to look at views, streams and followers because they're visible.

but connection isn't.

you can't always measure the person who quietly waits for your next release.

the client who's been reading your newsletters for months before getting in touch.

or the listener who remembers how you made them feel.

those things don't show up in analytics.

but they're often the moments that change everything.

maybe the problem isn't that too few people are seeing your work.

it's that the wrong people are.

attention still matters.

people need to discover your work somehow.

but attention isn't the destination.

it's the introduction.

what happens after that is what matters.

the goal isn't to make something everyone notices.

the goal is to make something the right people remember.

if they remember you

they usually come back.

and i'd take that over being seen by the wrong people every time.