Attention by itself is not a deed, it’s a rumor that you mattered for a few seconds on someone’s screen. A deed is proof of ownership, and the only way attention turns into one is if you convert it into something recorded on land you control. Larry’s Web12 approach treats every viral moment as raw material, not the finished product: the finished product is the page and the list entry it produces.
Getting a view doesn’t put anything in a file, getting an email address does. The Business Model framework calls for a monetary response, spend a little and make more, and the same logic applies to attention: convert it or lose it. A thousand people watching a video today is worth nothing next quarter unless some of them are now on a list you own.
Larry says attention is the easiest thing to get and the easiest thing to waste, because it evaporates the moment the next post loads. The deed here isn’t a literal document, it’s the page with the date on it and the visitor’s email in your system.
People chase views because views are visible, but a deed is what still exists after the algorithm moves on to someone else’s post. Every syndicated post should have one job: turn a viewer into a name you can reach again without paying the platform for the privilege.
Attention that doesn’t convert is just weather, it happened and then it passed. Web12 exists specifically to close that gap, catching attention on its way past and recording it as something owned.
Details: Watch Larry on converting attention
#Web12 #OwnYourAudience #AttentionToAssets