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This week in the US in particular, it became crystal clear that the currency of power in this world has shifted. The most valuable currency? Attention.

We saw those in charge of the information platforms in our society celebrated, in the front row at the inauguration ceremonies. And we saw how control of our attention can be wielded. Obviously TikTok - an effective community organizing tool as well as a potential security risk - being banned/unbanned/maybe banned in the future. Newspaper owners pulling editorials and cartoons, Meta removing content moderation and hiding posts about access to women's healthcare.

In the swirl of all of this, it became more obvious than ever that for us as small businesses, we cannot ignore this shifting role of attention - as a business owner, as a consumer, as a human.

We have to be more discerning about where we spend our attention.

If you’ve been following me for any length of time, you know that I put up a static grid on Instagram over a year and removed the platform from my phone. First, I saw zippo business results there. I had come on to the platform after the early business gold rush on IG and Facebook, and so I was competing once the platforms got ensh*ttified. But primarily it was due to my mental health on the platforms: I was too often falling into the “compare and despair” when I’d post ‘as the gurus told me’ and didn’t see any growth, feeling angered by people spreading business myths, and I was simply over spending so much money on things from IG ads. I wasn’t getting business results, wasn’t interested in trying to compete on reels, and didn’t have a personal community there that I enjoyed, so I bowed out.

I’ve also left Twitter and de-activated Threads after the last election cycle. I’ve removed LinkedIn from my phone, because I just don’t need that level of distraction in my life. The people in my inbox promising me 30 new leads on autopilot can wait. I've moved to Bluesky... but just took that app off my phone after this week and just access it on desktop.

Even though I’m on Substack with our new podcast, I’m tempted to take that app off my phone too. Sure, Notes can help us grow, but I can also comment on desktop (…I think). I’m a liiiiitle too addicted to reading notes and new substacks when I could be sleeping.

Want a toolkit to leave social media? Check out this toolkit from business friend Amelia Hruby and the amazing Off the Grid podcast.​

There’s the political: I don’t want to contribute to platforms anymore where I’m being pummeled with ads - especially ads selling me things I clearly do not want - or can’t see who I actually chose to follow.

There’s the personal: My attention span has been decimated, and I’d like to get that back - and the ever-racing requirement to keep up with the flow of information is too taxing on my nervous system.

And there’s the business: My business wasn’t being helped by many of these platforms, and I don’t rely on traffic for high numbers for my business model. So why stay for business?

I definitely know I'm missing out on vibrant communities like on BookTok and #bookstagram. I'm sure I'll wish I had a bigger following when my book comes out this fall. But I’m feeling the call to step out of the “always on” online discourse, and spend more time with the thinkers, writers, and people I care about. Deepening relationships with my neighbors, my local community, and my family. Reading a lot more and listening to more podcasts that make me think and explore a diverse set of topics.

Maybe you’re also taking a step back from these platforms, given everything that’s transpired this year so far.

But as business owners… what does that mean about how we call for attention?

Because if you can't generate attention, then no one will hear about your stuff! People can’t care about what they don’t know about.

It’s harder than ever to break through on the platforms that have been flooded with AI slop.

It’s especially hard to break through on platforms if your people aren’t on them anymore!

The digital watercooler is gone, with a brilliant post from Amanda Natividad and SparkToro. We’re not all in the same places anymore, scattered off to other platforms like BlueSky, Mastodon, or the “digital underground” of private communities and Slack channels. I don't even know if my buyers are on Meta anymore to be advertised to - I can't remember the last time I clicked on anything business-related on Meta platforms.

In reflecting on this piece, I’ve noticed three things that capture my attention.

• Concern: When something is concerning, I pay attention. Of course, right now, that means I have to turn off some of that input because everything is concerning. And in my business, I don’t want to devolve my messaging to speak in overwhelmingly click-baity, scarcity-driving terms.
• Curious: I really lean in to things that make me think and provide a new perspective on the world for me to consider.
• Care: This isn’t just issues that I care about. This is specifically people that I care about. If I care about you? I will pay attention to what you say and ask: How can I amplify you? How can I support you? How can I make connections for you, or participate with you!

What’s not on this list? Volume and generic content. Because the zone is flooded already, and more and boring won't cut through.

So instead, I’m leaning into curiosity and care.

As my mentor Jay Acunzo says, “You don’t need to make more, you need to matter more. Make me care.”

I want to make longer-form content that sparks curiosity and encourages you to consider a different perspective. I want to matter to you more.

But honestly? The people I care about, yes they think deep thoughts which is a bar for what I consume, but more importantly I know them. And they know me.

I want to meet you, know about you, and care about you. I’m joining new communities, both local (like BrainTrust in Charlotte) and worldwide (like You are the Media, spearheaded by Mark Masters). I’m sponsoring creators I care about like Lex Roman and Megan Leatherman. I’m meeting my colleagues IRL at conferences and when I travel. I want to read and respond to your deep thoughts.

I’m encouraging you to join the Deeper Business Membership so I can more deeply know you - and vice versa!

I’ve noticed that I engage with people I know at least somewhat on platforms, which is seemingly true from observing who the others are that engage with me. And I’m thankful that I have a business that can operate at the scale of dialogue versus monologue (listen to our Aggressively Human podcast on the topic).

In the world of amassing, spending, and controlling attention, I think the “attention hack” right now is caring.

Caring about where and what you consume, and caring about the people that are in your business and personal world.

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