I consider this the Hippocratic Oath for content creation. If we are going to participate in the so-called “attention economy” by creating content at all, it is important to respect the attention we are asking people to pay to us.

Really what this means in practice is to consider the value that we are providing through the content we create rather than simply the value we are hoping to capture.

When we focus on communicating something worth paying attention to in the first place and engineer a context in which it can be clearly understood, we are laying the foundation for a reciprocal value exchange by being the first to offer an open hand.

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P.S. This is especially true for video content which has a fixed time-cost associated with it in a way that most other media doesn’t.