Zero tolerance for ordinary
The problem is not the audience.
A lot of people will tell you that we live in a time of atrocious distraction; that collectively...our attention spans have dwindled to zero.
Assuming that people can't hold a single thought for a few seconds the response from marketers is to opt for ever more shocking media served up in bite-sized snippets to try and cater to our scattered brains.
But in reality, the science is clear...there is no evidence to support the idea that our ability to pay attention is reducing. Zero.
Instead what's happening is that the abundance of choice has made us much better at filtering out nonsense quickly.
We are not distracted, we just have zero tolerance for ordinary.
In fact, if the story is great, the experience is fulfilling, if the interaction is genuine - we have just as much ability, as ever before, to choose to enjoy anything that grabs us for long periods of time; be it a book, a film or a long conversation.
Our attention spans are just fine and our intolerance of noise and nonsense is exactly as it should be.
The problem is not the audience.
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