CHAPTER 6
THE HIDDEN PERSUADERS
LESSONS FROM THE ATTENTION INDUSTRIES
The power of attention is no surprise to those who depend on it. The attention industries—advertising, movies, television, and publishing—are perhaps the best single place to learn about effective attention management. These industries have already encountered almost every issue that the ardent attention manager will come across, from an overall paucity of attention, to attention flows across content and channel, to attention measurement. Managers who understand the attention industries will be sought out for their expertise. For example, one reason that consumer-products executives have been able to move into other industries (John Sculley from Pepsi to Apple and William ...
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