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Are we eating the wrong part of the cauliflower?

Hang on, what?

There’s a wrong part of the cauliflower?

A great way to get attention is with a surprising or provocative question, which is exactly what zero-waste chef Vojtech Vegh did in his post about cauliflower.

He goes on to explain that there are….

“4 parts of a cauliflower.

One of those parts is more nutritious than the others.

And it’s not the florets.”

When communicating with your audience,...

How to hold someone's attention?

We keep hearing attention spans are getting smaller.

So in an email, presentation or social media post, how do you keep them curious long enough to do what you want them to do?

The good news is that people will stay interested if they stay curious, and to do that, there are four ingredients.

It needs to be something they don't already know but WANT to know.

And…

They need to be certain they'll get an answer but UNCERTAIN about what the answer...

Time is a limited resource. 

Attention is a diminishing one.

As the world gets noisier, you will be defined by your ability to cut through.

If you can't get someone's attention, customers can't find you and colleagues ignore you.

That’s why I've spent the last two months deep diving on the science of attention: how to attract it, hold it, and use it to generate outcomes. 

I'm not mucking around – I've read over 2,000 pages of academic studies and waded through...

A painting has been in the news recently.

Gina Reinhart, one of Australia’s wealthiest people, has petitioned the National Gallery of Australia to have the work removed.

Perversely, her request has generated so much media attention that many more people have seen the Vincent Namatjira painting than would have otherwise.

Barbra Streisand knows this all too well.

In 2003 she took legal action to remove an aerial image of her property from the twelve thousand other properties on...

Let’s talk about why I love this ad. 

Tweeted by @Karminker, I love this ad for the following reasons.

It’s true. The missing tooth absolutely wins focus and supports the importance of dental care.

It surprises. What looks like a boring ad is actually clever and witty.

It makes you experience your own information processing blind spots. Yes, the first thing we see is the smile, not the missing eyebrow.

And that’s what I want to talk about today - gaining, directing and...