Managing the Attention Brand / Business

If you are working in the business of generating attention, time, and hopefully viral effects for your content, please try not to fall in the trap I’ve fell in several times.
The typical process is coming up with a list of things that can be done, and then going on to generate a huge list of ideas that seem really cool and popular, and “would really be great”. The next step would be to religiously follow these steps as if they are steps that get you closer and closer to the greatness you are aspiring to.
Usually, these ideas are nothing but me-too ideas hoping to aggregate everything in one place, or the other extreme, where your team mates will try to not imitate anyone, and find our own edge with something “really unique”.
I totally disagree with both approaches. They are purely business approaches.
The first approach assumes that the road to success is clearly carved, and you just have to get the whole thing working, and people will love it. In actuality, you are getting ideas that are working and trying to just group them together, or trying to beat the good ones in their own game.
The second approach assumes that if you are unique enough your product will kick off. This is just putting one egg in one basket. If it doesn’t pick up (and it probably won’t) you are left with no eggs.
My proposed approach is not a synthesis of these two, and doesn’t try to get the “best of the two worlds”. I think the investment should be in the readiness of people working on the project. This can be done by strongly establishing the attitude and approach of hunting.
The hunter invests in being ready, in having good tools for hunting, protection, navigation, and team work. Fishing is a great example. You need to be extremely patient, and extremely alert at the same time. Because, when you least expect it, a huge fish might catch your bait, and you will have to go full force making sure you properly capture it. And you will definitely have to let go of all the other “tasks” on your project list for that day. 
Establishing a brand is more of a fluid game than it is like building a building with known boundaries and calculated costs and timelines.
The investment should be in equipping the team with the necessary tools that allow them to be flexible, alert, responsive, and hopefully patient. The investment should be in creating and maintaining this mentality in the minds of the team, and training them on operating in this mindset, not in carving huge project plans and tasks. These will all change when the rubber hits the road.

Tags: