it’s an attention economy and air new zealand is taking it all off in order to compete (you may need to rewatch the video again if you didn’t notice their uniforms are completely painted on).  imagine, they have a captive audience who has had most things that could potentially distract them taken away from them (no phones, ipods, etc) and they still realize they have to take a fresh and new approach in order to get you to pay attention.

yet we think we can hit “send” on the apply button of an online job description and get the job. or even walk in with a resume and capture the heart and mind of our interviewer (who most likely has a phone that is ringing, blackberry buzzing, etc). as marketers we think we can just produce another commercial, or release another coupon, or launch another facebook page and people will notice us. the fact is, people are just not paying attention.  in this day and age, attention has to be earned.  of course i’m not suggesting you get naked next time you want a job or to drive sales with a certain customer, but i am suggesting you realize that you have to do something to stand out, because business as usual just ain’t cutting it.

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