How many people actually saw It Was Just an Accident, this year’s winner at the Cannes Film Festival?
And how many people even heard of it?
That gap tells you something important about culture today.
Culture fragments faster than it consolidates. Mass attention is gone. Cultural currency no longer comes from scale—it comes from attention. And attention is scarce, fleeting, and brutally competitive.
So how do you earn attention in a fragmented world?
It’s captured by friction—inversions, oddities, contradictions, and coincidences already simmering in society. The brands that win don’t smooth edges over. They sharpen them.
In this episode, we explore how to use friction to capture attention.
Listen on above, or on Apple Podcasts, Spotify or YouTube.
