The Importance of Attention in Creative Strength

Karen and I spent quite a lot of time on videos like this, just them talking about it. And there was a real, I think pivotal moment in that when we've been looking at we had this spread of attention from the different case studies we use. For us, attention was our proxy for creative strength because you know, someone's going to watch it for longer is going to capture people's attention. You go from a little difference in attention to a really big one.