I spend time every day looking at data. Data informs me what is working. And that’s great. But data alone is useless without ideas. Without ideas, nothing’s there.
The idea is what creates the attention which returns data, data that indicates whether the idea is working or not.
There are three blogs that I read every day. One of those blogs is by author Bob Lefsetz. Bob is a longtime music lawyer and is widely known for his commentary on the music world. I enjoy reading what Bob writes because he is brutally forthright and honest with his opinions and insights about the music world and how things are changing and how to change with them, which I often find applicable to my own business and the marketing world.
One major takeaway from Bob:
“People are wary of advertising, they don’t believe it, they need to hear it from their friends.
We all need to hear it from our friends. Who we might know in person or might just know online. It’s about trusted filters. And those filters guard their credibility wisely. Credibility is everything in the attention economy. If you can’t be trusted, then you’re probably going to be ignored. You’re building your reputation every day online, and all the bread crumbs are there for everybody to see.
We don’t take a look until our friends/trusted filters tell us to. And oftentimes, we have to hear from multiple friends/trusted filters that something is worth checking out.”