For a long time, only people with leverage of network and capital were capable of autonomy and freedom, but this has changed over the last 5-10 years.

Gone are the days when people would look at a TV ad and get influenced to buy something.

The population is getting smarter every day, immune to advertising, and most importantly their attention is not on TV as much as it used to be - It is on social media!

Network and capital are important forms of leverage but building organic social leverage cannot be bought with money or network most of the time.

The playground is neutralized and everyone can build a life of their own just by creating organic content and holding attention at scale.

We are at the peak!

Building organic attention has never been more important.

Through this article, I am going to tell you why this opportunity is so massive, what can you do from the corner of your room to get a big piece of this pie, and most importantly how you should get started.

It’s time to compound attention at scale and build a life of autonomy.

Here is everything you need to know:

Importance of owning the distribution

Attention is the new oil and it is the most precious resource humans have because attention is equal to time spent consuming or thinking about one thing.

A person or the company that holds the maximum attention crushes all its competitors regardless of the quality of the product/service.

Now obviously, product matters and it is impossible to win with a bad product

BUT…

An average product with good distribution will always beat a world-class product with no distribution.

A world-class product (1000000) X (0) attention = 0

A below-average product (1) X (100) attention = 100

Every company you know spends dollars to get attention at scale - they buy hoardings and social media ads, and sponsor influencers to use their distribution!

They understand that it is impossible to sell without holding attention at scale.

Millions of dollars are burnt every day in holding attention and acquiring customers in the economy.

The problem is that every big company can spend the same money and that makes it hard to differentiate and stand out.

That’s why you will see influencers like Logan Paul disrupting traditional companies like Gatorade with their organic distribution.

These influencers don’t have to spend money to acquire customers.

Their CAC(cost of acquiring a customer) is tending to zero.

They create organic content, build communities, hold attention, and get customers as a result of it.

There are still a lot of things to take into consideration when we talk about product-based companies where fulfillment is physical - network, physical distribution, inventory, and other conversations come into play

But we are more interested in companies where fulfillment is done on the internet - This is where the magic happens

Imagine a scenario of an online company, let’s say a software company - For them, the fulfillment is online on the internet and for them, distribution is a big factor that decides if they become a multi-million dollar company or they fail.

I see creators on Twitter creating mediocre saas products and still making thousands of dollars every month just because they are visible and people trust them.

By no means they are solving a revolutionary problem.

and with the rise of AI, distribution is getting even more crucial.

Here is why…

Rise of AI and distribution

Artificial intelligence has significantly reduced the time and effort required to build a product - I am not saying this just to prove my point but this is the feedback I got after talking to multiple founders in the last 3 months.

Everyone said one thing - In the world of AI:

“Distribution is more important than product”

If you have the attention and community of people who trust you - building a product and selling it is not very hard.

That is why the opportunity for attention compound is massive right now!

Every Company/Founder wants organic distribution and in the next 2-3 years every company will become a media-first company.

It will only get harder and harder to hold attention through advertising.

Everyone will need an organic vessel of value that can be transacted for money.

There are two ways distribution can be used at scale for capitalism:

Creator first VS Founder first dynamics

On one side you have creators/influencers who are creating organic content and attracting millions through their art/value - this is a smart move because once you have the distribution you can always create a product and sell it!

Worst case scenario they are unable to sell enough for whatever reason and get a break even on the initial business investment and they rent their attention to other companies and make money from brand deals!

People don’t understand the power and autonomy creators and influencers have in their hands.

They hold attention at scale, and thousands of people respect and trust them for who they are.

What they say is the truth for their community.

They don’t need to hard sell - they just need to present and sales come effortlessly.

I have said this multiple times and I will say this again:

If you are lost in life and don’t know what to do - Start building distribution. You will never go wrong by doing things that help you hold attention at scale!

On the other side, you have founders/Entrepreneurs who are building products but don’t have distribution yet.

Traditionally these people didn’t respect creators and had a superiority complex about them being entrepreneurs but they are slowly realizing they need organic distribution, they don’t like this internally but they are slowly getting the importance of it.

and this is why you see every other Founder/Entrepreneur creating organic content and building their Personal brands.

Because that’s the only way to reduce the Cost of acquiring a customer in the long run.

This late realization has created a massive money-making opportunity in the agency space.

It is easier for you and me to understand how social media platforms work compared to a 35-year-old founder and that’s why this opportunity is massive.

By just helping others compound attention you can compound your money.

Here is how you can bank on this opportunity….

How to make money from this opportunity