Actualized attention, versus potential attention, is what Gary Vaynerchuk emphasizes for brands. Rather than chasing potential attention through ads that are often ignored, he suggests focusing on engaging those who are actually paying attention.
Vaynerchuk's advice includes being brutally honest about unpopular decisions instead of displaying performative emotions on platforms like LinkedIn. He encourages authenticity in communication, suggesting that being straightforward, even if it sounds cold, is better than being disingenuous.
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