Forbes Communications Council: 20 Ways Brand Storytelling Is Adapting To The Attention Economy

Attention has become the most valuable currency in marketing.

We are living in an age where customers are flooded with content from every direction, and every brand is competing for the same limited focus. The challenge is not just getting noticed, but holding attention long enough to build trust and spark action.

That is the context for my latest Forbes feature, where I joined 19 other communications leaders to share how brand storytelling is evolving to meet the demands of the attention economy. The article, “20 Ways Brand Storytelling Is Adapting To The Attention Economy,” is packed with ideas on how to cut through noise and connect with audiences in meaningful ways.

Here is what I shared:

Clarify the customer problem before telling your story.
In today’s landscape, attention goes to the messages that feel urgent, useful, and directly relevant. Storytelling works best when it is framed around a problem the customer already feels, with your brand positioned as the guide to a solution. When the narrative starts with their need, not your product, you earn the right to hold attention longer.

Why this matters to me:
I believe great storytelling is not just about creativity. It is about alignment. Brands that succeed in the attention economy are not the ones shouting the loudest, but the ones telling stories that feel immediately relevant to the audience’s reality.

At Grounded Growth Studio, I work with early- and growth-stage companies to design marketing systems that balance clarity with creativity. The truth is, most systems collapse when messaging is unfocused or self-serving. In a crowded space, the brands that win are those that:

→ Lead with the customer’s problem, not their own agenda.
→ Offer a narrative that feels timely and practical.
→ Deliver value in every touchpoint, so attention is earned rather than demanded.

Because attention is not given. It is traded for relevance.

This Forbes piece is a valuable roundup of perspectives on how to make storytelling work in today’s economy. Alongside my contribution, you will find insights from 19 other communications leaders on tactics that actually resonate.

The takeaway:
You cannot buy attention. You earn it by telling stories that matter in the moment they are heard.

Read the full article here: Forbes Communications Council: 20 Ways Brand Storytelling Is Adapting To The Attention Economy

Want help building stories that earn attention and drive action? Let’s talk.