How to keep attention once you have it

I’ve realised over a number of years that the people I follow for an extended period of time are ALL people who:

1. Hang their personality off their business in some way. They might have a brand, but they don’t hide behind it. The brand is them.
2. Present the unabashed fullest expression of their current self. How they present themselves in their marketing is 95% the same as what you would get if you met up for coffee.
3. Are interested in fundamentals rather than fads. Fads pass, but fundamentals stick. Fundamentals actually become more important due to the range of fads you can be distracted by.
4. Have something to say beyond their direct line of work. They have their topic of course, but they can approach it with insights from multiple disciplines.
5. Are good collaborators, and regularly introduce you to fascinating and unexpected people and books.

It’s a high bar, but that is where you must aim to stay in front of your customers for a long period of time.