Attention Pays

Bonus Chapter: Build an Organization That Pays Attention

If you want attention to pay in business, you must first give attention to get attention.

In business conscious, deliberate attention is vital. When you give it to your employees and customers it is nothing short of transformational.

Walt Disney knew that—and he knew it 60 years ago. There's a reason Disney is one of the most heralded benchmarks in business.

If you've ever visited a Disney property, one thing you notice is how clean the parks are. Always. Disney never wanted anyone to walk more than 20 steps to a trashcan, so all the parks are designed that way. What you may not have noticed at Disney is that you never see anyone emptying the trash. Because Walt wanted to ensure your experience was never interrupted by something that could distract from the fun (he was even a forefather of the attention‐surplus economy!), he created a revolutionary underground garbage disposal system.

Walt Disney knew intention is an action word. It's about choice. It is the act of paying attention. It is having a purpose, and being deliberate in our actions. Think about all the ways Disney uses intention beyond trash collection. It shows up in their backstage and the way they train cast members—you never see someone out of character. It also shows up in the way they look after every guest. They have cast members who know sign language so they can assist their deaf guests.

Giving intentional attention as a marketing strategy differentiates ...