Why marketers are fighting for something that barely exists anymore?

I market for a living — and yet, like most people, I am exhausted by marketing.

That should tell us everything about the current state of our industry. We’ve optimised marketing to death. Platforms, algorithms, automation — all designed to reach people faster, smarter, and in greater volume. The result? The average person sees around a few hundred (if not more) marketing messages every single day, and the vast majority of those messages never even register.

We are no longer communicating with people. We are interrupting them. We create short videos, sharp hooks, and “snackable” content — all chasing a resource that no longer exists: genuine attention.

And yet marketers persist. We continue to measure success by impressions, clicks, and reach — confusing visibility with impact. But being seen is not the same as being remembered.

The marketers who will succeed in the next decade will not ask, “How do I get attention?” They will ask, “What will people still remember when they’ve forgotten everything else?” It is not about shouting louder than everyone else. It is about creating something that is meaningful, memorable, and worth noticing.

This is where focus becomes your competitive advantage. By cutting through the noise and prioritising the messages that truly matter, your marketing can move from exhaustion-inducing clutter to clarity and connection.

If you feel your marketing has lost its focus, or you want help clarifying your strategy and priorities, contact me. Together we can find the direction that will make your marketing truly effective and sustainable.