We are all tourists, temporary visitors on this planet, navigating a landscape filled with traps vying for our attention, hoping to ensnare our loyalty.

Some traps are hidden while others are overt, but the key lies in our awareness so we can consensually enter the traps we enjoy and exit the ones we detest.

From noticing a swoosh on someone’s feet to being captivated by faces on a movie screen, from listening to politicians on stage to just seeing a friend in your feed, each is a type of trap, seeking our scarce resource of attention.

Even the subtle allure of flowers attracting bees, a teenager’s captivating mating dance, or the seemingly benign jingles of an ice cream truck, all convey a message with the intent to influence a decision, behavior, or attitude.

While some of these may not be as obvious as YouTube pre-rolls, sponsored posts, logos on a NASCAR jacket, or the entire Barbie movie, they are all traps that share a common goal of informing, persuading, or influencing an intended audience on an idea, product, or service.

We recognize that the traps of commerce, are integral to economic growth, driving innovation, and creating jobs. Our attention often serves as the currency for free services or products, a reasonable exchange when ethical and data control are maintained.

In a sense, being consensually trapped by an advertising message could be considered a civic duty or tax.  To Skip or Not To Skip.

Regardless, as society increasingly adopts ad-free platforms and employs avoidance strategies, the challenge evolves beyond mere attention retention. It now encompasses the ability to effectively reach the right audience at the right moment.

The world is demanding better traps of attention, that ignite curiosity and show up with relevance. It’s time you become a sought-after meaningful attraction.

Be the destination, not a layover.