People only buy from you for two reasons: they know you exist, and they trust you. Awareness is finite; once someone's attention is spent, it’s gone forever. As a result, people are becoming more selective about where they direct their attention. Historically, marketers have often wasted our attention, but moving forward, the successful ones will be those who value, nurture, and cherish it. The biggest mistake marketers repeatedly make is rooted in selfishness and narcissism - believing that just because something was hard to create, people owe them their attention. I think this mindset lacks humility, generosity, and connection. Marketers need to shift from behaving like toddlers throwing tantrums to patiently earning the attention of the people they seek to serve.