Introduction

In today’s world, attention is the rarest and most valuable thing. And brands will do just about anything to get it.

What’s the problem it solves?

There’s too much content and not enough attention. As people scroll faster and engage less, companies need smarter ways to win and keep attention-and turn it into profit.

Quick Summary

This article opens with a wild example: someone faked being the daughter of a CEO caught on the Coldplay kiss cam to go viral and plug a meditation app. It’s weird, but it sums up the race for attention in 2025. Attention isn’t just important-it’s the final scarce resource in a world drowning in content. Even big institutions like The Late Show are losing out as TikTok and short-form videos dominate screen time.

We now live in a world where more content is being created than ever, thanks to AI tools like Google’s Veo 3 and Decart’s Mirage. But as content floods the internet, our attention spans shrink. This makes attention even more valuable-and harder to earn. That’s why companies are exploring new ways to win attention more broadly (through voice, short videos, AI companions) and monetize it more deeply (via subscriptions, micro-transactions, and emotional experiences). Whether it’s a startup or a media company, everyone is chasing one thing: your attention.

Key Takeaways

• Attention is becoming more valuable than money or time-it’s what everyone wants.
• People will create fake stories and viral stunts just to win attention.
• Old media (like Late Night TV) is dying, short-form video and AI content are taking over.
• Tools like Google Veo 3 and Mirage make it easy to create eye-catching content at low cost.
• Voice AI is opening up new ways to grab people’s attention during “in-between” moments.
• New business models (subscriptions, freemium, paywalls) are replacing ad-based monetization.
• The best products today are designed to mine attention both broadly and deeply.

What to do

• Stop chasing traditional ads and experiment with voice, video, or interactive formats.
• Use short-form content to meet audiences where they already spend time-on TikTok, YouTube Shorts, or Reels.
• Leverage AI tools like Veo or Mirage to make content faster and cheaper.
• Think like a game designer: how can your product earn attention and reward it?
• Explore new monetization models like micro-payments, freemium upgrades, or emotional AI experiences.
• Build around habits, not just screen time-voice AI can reach people while walking, cooking, or commuting.
• Understand your real competition isn’t just other products-it’s every other thing fighting for attention.

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