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Attention

Attention introduces a project. Understanding sustains it.

From From Attention to Understanding

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If people understand fast, they stay. If they feel confused, they leave. You don't need to explain everything in 30 seconds. You just need them to want the next 30. The question isn't whether you have time. It's what you're spending it on. The problem isn't too much information. The problem is zero filtration.

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