That’s the objective of every communication.
Being interesting is not about what you think is interesting but knowing the other person’s point of view to know what is interesting for that person.
Holds true in our business too. If what we create is not interesting enough, consumers will blindspot you.
It is also important to constantly keep track to know if you have stopped being interesting. Requires a lot of introspection.
Never take it at face value if someone tells you that you are not interesting or rather not interesting anymore. Is it you who has stopped being interesting or has the entity found something or someone more interesting.
Be interesting is when the association starts. Continuing to be interesting is to hold on to that position long term.
People are flirtatious today. As people and as consumers. Holding there attention for long required us to be on the ball… all the time. Requires a very dispassionate view of yourself. Also requires insight into the other entity.
Most relationships fail… whether it is between two individuals or the brand and consumer when we take the eye of the ball and it rattles the cage of your helmet.
In cricket, you can stand up again and face the next ball with renewed focus but not in life.
So be interesting… all the time!