Attention is cheap and becoming cheaper. Having an audience is overrated.

This is very different from mindshare. Mindshare is by definition a % of attention and is very difficult to get.

Attention spans are weak so you can get it briefly, but living in the collective mindshare for a sustainable period is more competitive than ever.

Trump is the iconic example. He doesn’t have my attention and has no way to communicate directly with me. I don’t follow him on any social media and don’t watch the news. But, he’s won the collective mindshare and so he crosses my mind in some way constantly.