Alan Weiss?s Monday Morning Memo? ? 11/17/25
The toughest aspect of entrepreneurialism is marketing, which means creating need and attracting buyers to your ability to fill that need. (In organizational jobs, it’s about getting promoted, recommendations accepted, attractive job assignments, and so forth.) In my global coaching practice, one of the most common refrains about not being able to close business is that the buyer “has the attention span of a gnat.” In fact, people generally talk about society today, or generations, or readers, or attendees, or members, or subscribers, as “not having the attentions span of a gnat.” In the first place, there is no such thing as a “gnat.” The term is used generically for the order Diptera which includes a variety of families of small flies, both biting and non-biting. Some fly, some can’t. Most walk or jump. But most importantly, the Diptera order has an average attention span of four seconds. The average adult today has an attention span of eight seconds. “Focused a...