Content summary: John Hagel, independent consultant and author of Net Gain, Net Worth and The Only Sustainable Edge (with John Seely Brown), spoke on the morning of June 8 at the CMO Summit in New York on the first day of the 2006 Innovative Marketing conference, co-sponsored by Columbia Business School and Corante.
Notes for John Hagel’s presentation
The new scarcity = attention. Competition is fierce and the market ever more dense with new products and services all vying for the attention of consumers. Media is increasingly fragmented and complex, yet more networked than ever before. How then to differentiate, gain attention, and rise above the morass of options that inundate consumers. How do you change the way you communicate in an attention-scarce economy?
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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)