How to Build a Brand People Pay Attention To

Dec 29, 2025

Discover why standing out is the key to successful branding! Attention is the game changer in marketing, with insights from industry giants like Drift and the Savannah Bananas. Learn how to tap into your creativity with playful stunts and innovative ideas. LinkedIn isn’t broken, just your content! Plus, leadership lessons from a famous business book, and why generating constant ideas can lead to groundbreaking success. Ready to stop being boring and earn attention? This is where you start!

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ADVICE

Fix Content Before Blaming LinkedIn

Better content still wins on LinkedIn; the algorithm isn't 'broken' when your content works.
Prioritize creating genuinely interesting posts rather than blaming distribution.

ANECDOTE

Drift's Culture Fueled Market Dominance

At Drift we created a culture that prioritized creativity and bold plays to 'suck the oxygen out of the market.'
Those scrappy, attention-focused moves made Drift the obvious choice for buyers evaluating live chat options.

ANECDOTE

The Protest Stunt That Backfired

Drift once hired actors to protest at a big Boston event and got them kicked out, which became an internal controversy.
The example shows bold attention plays can fail and carry internal risk.

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316 | In this episode, Dave breaks down how the best companies win by standing out through smart ideas, creative execution, and consistent attention. He pulls lessons from Drift, Savannah Bananas, and his own wins to show why ideas matter, why brand is a durable long-term advantage, and how strong content can still break through today. Plus: thoughts on AI slop, why LinkedIn can be a powerful channel when used well, leadership lessons from The Hard Thing About Hard Things, and rapid-fire listener questions on playbooks, thought leadership, and building something bigger than Exit Five.

Timestamps

(00:00) - – Why attention became a dirty word in marketing
(03:08) - – Personal update: hip surgery, burnout, and getting back in rhythm
(05:08) - – The LinkedIn algorithm isn’t broken. Your content probably is
(06:18) - – The big idea: attention is the real game in marketing
(07:38) - – Lessons from Savannah Bananas and stealing ideas outside B2B
(09:58) - – How Drift won by sucking the oxygen out of the market
(12:18) - – Scrappy attention plays: billboards, protests, and founder brand
(15:08) - – Why brand comes before product messaging
(19:35) - – Listener Qs: playbooks, AI slop, and building real leverage
(27:20) - – Final takeaway: stop being boring, earn attention first

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