In this solo episode, Brandon unpacks a challenge he sees everywhere — in his own work, at PJ Wallbank Springs, and in the broader world of leadership and business. The tension between attention and depth.

It’s easy to get attention without substance. It’s also possible to have real substance without anyone noticing. But if you want to make a lasting impact, you need both. Brandon explores why that balance is so difficult to achieve, and why ignoring either side limits your reach and influence.

He shares an unexpected example from Lupe Fiasco’s Kick, Push — a song that works on the surface as a catchy, joyful story, but rewards the listener who digs deeper. It’s a case study in the “Trojan horse” approach: earning attention in a way that opens the door for real substance.

If you’re leading teams, building products, telling your company’s story, or simply trying to make your work matter, this episode offers a fresh perspective on how to bridge the gap between flash and foundation.

Topics Covered:

• Why attention and depth often feel like they’re in conflict

• How depth without visibility limits your impact

• The “Trojan horse” concept and why it works

• Lessons from Lupe Fiasco’s Kick, Push

• Applying this balance in leadership, engineering, and business

• Why earning attention isn’t self-promotion — it’s part of the work

Links & Resources:
Learn more about PJ Wallbank Springs: https://pjws.com
Learn more about Edison: https://edison-mfg.com
Show notes and full episodes: https://brandonbartneck.com/buildingbetter
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