I discovered a hidden pattern tucked in between the lines of the book. Did Travis hide this in there for us to find it for ourselves? Am I the only one who saw it? Am I hallucinating? All I know is that once I rubbed the magic lamp, I couldn’t put that genie back inside. Here’s what I saw: Most folks with stuff to sell want attention so bad they don’t see how prospects are reacting to their offers. It's a bit like two people trying to have a conversation at a loud party. The natural instinct is to talk louder and louder to be heard over the noise. But the real connection begins when someone leans in and listens. This same dynamic shows up in expert businesses all the time. The market has trained us to GET the most attention possible. To be ATTENTION CHASERS. So when our valuable solutions aren't getting the attention we want, our instinct is to push harder - share more content, post more often, sound more authoritative. Like turning up the volume in that noisy room. And here’s what happens. The more we try to GET attention for our solutions, the more potential clients seem to pull away. It's like that moment at a dinner party when someone is so focused on telling their story, they don't notice everyone else shifting uncomfortably in their seats. This isn't about the value of our expertise. Some of our most transformative solutions get overlooked while far less effective options gain traction. The difference? In a world where everyone’s fighting to get the MOST attention, the connection starts when we give the BEST attention. Think of it like a doctor's visit. The best doctors don't carry a prescription into the room. They lean in, ask questions, and demonstrate deep understanding first. The patient gets to speak and feel understood. Then, and only then, they’re ready for the doc’s solution. The patient accepts the prescription and fills it at the pharmacy. But what do most consultants and coaches do? Just scroll your Facebook feed. You’ll see how many smart folks carry prescriptions into the room. Then spend the rest of their time arguing about how right they are.

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