Attention and Familiarity are inversely proportional 

Attention only thrives in change 

• (volatility: like stocks get more attention when that go up or down drastically) 

but heres the thing, As attention reaches critical mass it has a causal effect. familiarity

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As familiarity increases attention decreases 

This is why great ads get stale, our favorite shows become boring, and lovers become exes.

Fortunately for us, as attention decreases and familiarity sets in, opportunities for innovation arise. 

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Familiarity is the the breeding innovation which is lifeblood of all our business. 

• Those who innovate (bring new solutions to a pervasive problem) will win. 

• Familiarity isn't all Rose's it has its thorns too (mediocrity: a death sentence to your bottom line) 

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The rest will drown in mediocrity 

remember Blockbuster and Netflix both we’re in the movie rental industry (blockbuster even had way more customers at one point )

As they say " the devils in the details". 

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Until next time.

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Q from Primal

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