The Attention War

A lot of people will say they are not in a battle with other coaches, and as long as people get the right help, then that’s all fine

And I would agree.

But in terms of content and attention, it’s not that you aren’t at war with other coaches

It’s that you’re not JUST at war with other coaches

You’re at war with EVERYONE

You are competing with TikTok dopamine factories You are competing with outrage merchants You are competing with lifestyle influencers You are competing with news cycles You are competing with 4000-10000 ads seen per day by the average individual in the developed world You are competing with the book’s worth of information absorbed each day

Which maybe just shows you the size of your task.

Your job isn’t to educate, or to motivate, or to inspire

All of those might play some part, sure.

But your job is to cut through that.

Not for everyone, admittedly - but for the people you want to work with.

When you see the sheer number of people in this war?

You can see how it’s going to take something special to win.

It’s unlikely that the perfect edit and 5-second hook is going to do that.

But your unique ideas, shaped by your experience, worldview and perspective?

They could do it.