One of the things that have really impressed me with Seth Godin is how he uses one element to navigate his work (and I presume life) by: Trust.

I remember listening to him in a podcast saying he determines what to do or not, by asking a simple question of himself: Does this scale trust? 
If the answer is Yes, he goes ahead. If No, he moves on to the next thing.So when asked something akin to ”What will be the divider between those who make it and those who don’t, in the coming years?” he replied Trust and Attention. That is what will determine what we see, hear, shop, eat, where we work, the clothes we wear and so on in the decades ahead.

Now. I understand what he means with Trust, or so I believe at least. The level of trust I hold for someone, something, depend upon what they do, how they do it, and or me, why they do it in the first place. If there is coherence there, and it fits in with the way I show up in the world, I will trust.

But what does he mean with Attention?

Is it this: Those who works out a way to get attention from the masses, will be makers and shakers ahead regardless of what the product is? Somehow I don’t think so.

Might it be this then: Those who knows how to scale trust, and has a great product (a physical or digital object, a service, whatever your thing is) to put out into the world, will attract the attention of those who vibrate on the same frequency?

Or this: That which I put attention on is what I will see more of in the future?

Or something completely different?
I don’t know. What’s your take on it?

Reflection #3 of 24 from the notes I took and the experience I had at the Seth Godin Q&A-session in London, November 2015. These reflections will constitute my Advent Calendar for 2015, and will be posted daily from December 1st to the 24th.