What are you doing to find the balance between trust and attention in your marketing?
We kicked off our recent Connect to Market: Growth Roundtable with a powerful presentation from lightning speaker James Furbush, who tackled one of the biggest challenges in marketing today: finding the balance between capturing attention and building lasting trust.
Drawing from insights shared by Kyla Scanlon on The Ezra Klein Show, James explored how attention has become a form of currency, but one that only delivers value when backed by authenticity. From Liquid Death’s bold branding to Mr. Beast’s content empire, and even the unexpected fallout of a public science controversy, he illustrated both the potential and the pitfalls of engineering attention at scale.
James offered a grounded, strategic look at what actually works (and what backfires) in a world where audiences are more skeptical and more discerning than ever.
In this lightning talk, we cover:
Why attention is easy to get but trust is much harder to keep
How bold brands like Mr. Beast and Liquid Death play the long game
What a public science controversy reveals about audience backlash
SEO’s underappreciated role in building credibility
Huge shoutout and thank you to James for kicking off the session with such sharp, timely insight.
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