Don't seize attention

Gurus tell us to seize attention.

But great brands don’t do that:

• iPhone launch: the media frenzies on its own.
• Cool new card game: spreads via word-of-mouth.
• New season of ‘your show’: you were already waiting.

Which sounds better to you:

1. Be the loudest, noisiest ‘player’ in the room?
2. Be the one people are excited to tell others about?

Choosing #1 is easy up-front, hard over time.
Choosing #2 is hard up-front, easy over time.