Are You Maximizing Your Prospect’s ‘Currency of Attention’?

In my recent article for entrepreneur.com I talked about the “currency of attention.”

I was reading Daniel Khaneman’s psychological masterpiece, Thinking, Fast and Slow, when I came across a brief phrase that stopped me in my tracks.

As Khaneman expounded on the principles of cognitive ease he referenced our “currency of attention.” That’s where I had to stop and chew on the concept.

If we think of attention as currency, it represents something of a commodity — highly valuable but limited in supply. As such, the expenditure of the currency that we call “attention” probably deserves more … well, attention.

You can read the rest of the article here.