The people you’re communicating to have never been more distracted:
- Regardless of who you are.
- Regardless of what your role is.
- Regardless of who you’re talking to.
It doesn’t matter who your audience is, they’ve never had more distractions.
There was a time when you could assume attention because of your role (as the CEO, Commissioner, President etc.).
But that’s just not the case any more. No matter how serious your message, you must be interesting. There’s too many choices, too many alternatives available in the palm of hand for anyone to persist listening to a boring communicator.
Every message must has to fight for the attention and interest of your audience.
Everyone is competing for attention, which means everyone is an entertainer now.