Way back in episode 61 I spoke to Kevin Rogers. At the time, I thought I'd coined the phrase "attention is the new currency". I was pretty chuffed with myself until I realised that the phrase had been used many times before.
:-)
Anyway, with the rise of AI slop and the content tsunami we're all drowning in, that phrase is truer than ever before.
Attention is scattered, and sustained attention is scarce. But honestly, when I look at what’s happening on the ground, I don’t see fierce competition.
But what happens once you do get the attention? How do you make the process of buying easier for the customer (without them feeling 'sold to')?
As a customer, I keep running into the same things.
The whole experience feels clunky. The system that facilitates a smooth purchase experience isn't smooth enough. In some cases it doesn't exist at all!
I have to confess I've been guilty of this and in some cases I still am. But I spend a lot of time and effort working on removing bottlenecks. And honestly that's a never ending process but that is a non-negotiable.
In one of our conversations (I think it might've been the first one) Seth Godin told me something that stayed with me. "More isn't always better."
While there are some exceptions to that rule I think it's a rule well worth remembering.
When our sales numbers drop we panic and send out more emails, create more content (often AI slop) and put out more offers.
But the real leverage is in putting out the right offers to the right people. This means you have to go slow before you go fast.
I'd once written a blog post titled "slow is smooth smooth is fast" it's a motto the navy seals use and is well worth reading. Having a clear, repeatable way to win the right clients works even when buyers are distracted and attention is fragmented.
Clarity and consistency win over hype and hustle.
Lately, I’ve been spending a lot of time thinking about how experienced consultants actually grow, especially in distracted environments like the one we're in right now.
Between conversations I’ve had on the podcast with people like Seth Godin, Guy Kawasaki, and Victoria Labalme, and years of working closely with consultants in my membership program, one thing keeps coming up.
Sustainable growth doesn't rely only on talent and reputation (though that's important in the long term).
Sustainable growth comes from:
That’s what cuts through distraction.
I believe growth doesn't come from doing more. It comes from seeing things more clearly and doing what matters most right now.
If you'd like to talk through what this looks like in your own practice, you can book a 15-minute call with me here.
Ciao for now,
Ash