What I see very clearly, because I’ve lived through it before—first from 1996 to 1999 and again from 2005 to 2009—is that we’re entering the next major transition in how human beings interact. Before we get into blockchain and Web3, let’s talk about Web2, because social media is still the foundation of everything that’s happening right now. Social media has become the infrastructure of communication. Of course, mainstream media still has a place, and print still has a place, but make no mistake: the scaled opinion-shaping of our society happens across seven to twelve platforms where people and organizations create and share content every day.

There are incredible opportunities for every individual and organization in this world—but most people still see these platforms as distribution channels. They make one piece of content and post it everywhere, without realizing that each platform is its own room with its own rules. When I speak in Romania, I push people to start a TikTok account because it’s early there; if I’m in Australia, I don’t mention it, because everyone’s already on TikTok. I tailor every keynote to the people in the room—the mix of executives and entrepreneurs, the maturity of the market—because context matters. If you don’t create advertising, content, or storytelling that’s contextual to the distribution platform and relevant to the person consuming it, you simply won’t succeed.

The key takeaway—the one thing everyone here needs to understand—is that today, not tomorrow, the single biggest variable for your business growth, whether consumer or B2B, is how much contextual content you produce. I’m still shocked by how many B2B companies aren’t posting on LinkedIn three, four, five times a day. Every single day. I’ve watched startup SaaS companies and Fortune 500 brands alike win $20 and $50 million RFPs from one single LinkedIn post. And yet, most B2B marketers would rather spend a million dollars on a trade show booth, on print ads, or on sales collateral—because deep down, they know their company is a sales organization, not a marketing organization.

Meanwhile, LinkedIn is the most underpriced attention in the world right now, second only to TikTok. The organic reach is extraordinary. And it’s all because of the way supply and demand for attention works. Every platform, every social network, runs on the same basic economy: how many people are creating content, how many people are consuming content, and how many ads are competing for that attention. When consumption is high and ad load is low, your organic reach skyrockets. That’s the window we’re in right now.

This is the era of day trading attention. Understanding where people’s attention is and how to communicate there is the difference between growing and disappearing. Every brand, every entrepreneur, every executive should be focused on that truth. The game is attention—and right now, it’s wide open.