That’s Quotable [Bob Lefsetz]

"The top down world is coming to an end. The individual, if not quite
as powerful as the self-styled famous, is just as important. People
have tools to make art, and a smorgasbord of entertainment options. You
must penetrate their temples trepidatiously. You must use permission
marketing. You must reward them. You must not bang them over the head
and make them feel inferior. You must knock on their door and ask them
if they have the time. And you must be selling something more than
momentary, or they’re not interested. Oh, they’ll look at a
train-wreck, but avert their eyes to a new distraction very quickly.

"We’ve
been living with a class of professional, holier-than-thou
trendsetters, who believe they determine what is cool. Cool is not so
important anymore. Attention is king. And the longer you can keep
someone’s attention, the more you’re going to win in the twenty first
century."

Bob Lefsetz as quoted in The Lefsetz Letter (February 2, 2008)