Attention is the most valuable currency

We live in a time in which it is more evident than ever that attention has value. A lot of value. Big brands pay influencers jaw-dropping amounts of money, just to get attention from said influencers’ audience. It might even be the most valuable currency, but it’s hard to count attention.

However, there is one obvious way in which you can see how the currency of attention works. Therefore, we have to zoom in on personal experiences.

For example, currently we have booked a €2000 spot on a winter fair with our business, Thais Tafelen. In comparison, usually a market stand costs around €25-€50. Money, as a currency, is easy to grasp.

Now we have two days to build our stand. And in two days, no one from the organization of the Fair came to us to welcome us. No small talk. Not even a friendly nod or smile. Nothing.

First of all, this gives bad vibes. For us, it feels like we are not valued. Maybe for the business behind the fair €2000 is not a lot of money, but for us it’s not a small investment. And I’m sure it’s the same for many of the hundreds of other proprietors. Here, the lack of attention is a negative value.

Secondly, the lack of attention makes us unsympathetic to the fair’s organization and their employees. We are doing our best to create a beautiful-looking stand. Of course, for ourselves, to stand out from the crowd. But also for the fair, to create a memorable event.

If they don’t give us any attention, why would we help them? It’s a negative downward spiral. In this example, you can see that attention is worth something. This time in a negative way.

But the opposite is also true. If the organization gave us a lot of personal attention, we would feel special. We would be willing to listen to what they have to say. We would eagerly follow their lead.

Unfortunately, it’s impossible to quantify attention, just as you can with money. Money can be printed indefinitely and only be spent once. With attention, you’ll have to earn it before it can easily compound in more upside than money can ever buy.