If You Start Me Up …

I love working with start-ups. So much unbridled energy and so little risk aversion! It’s a dynamic and exciting time in a company’s life. You have a very small number of people wearing many hats, doing 5x the work and the word of the day is “Go!”

With so many competing priorities, it’s easy for strategic brand development to take the back burner. Or not even make it onto the stove. But that’s a mistake.

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Feed the Goldfish

Make every word count. This isn’t a new concept. But today, it’s absolutely crucial for communicators. For the longest time, the “12 seconds” statistic endured as the average attention span of most humans. That made us seem like leisurely readers compared to the easily distracted goldfish, which clocks in at 9 seconds of focus.

Last year however, a Microsoft study rocked our content marketing world with the declaration that attention spans have shrunk to a mere 8 seconds. Putting people below the goldfish when it comes to the content consumption food chain.

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