For thousands of years, information has traveled fastest by word-of-mouth. The words that travel fastest are those that have the most interest for the listener. 

In modern society, we've evolved to pay the most attention to things we fear or hope are true. 

If you want people to pay attention to you and your business, you have to say and do things that interest them. 

People will always pay attention to something that is interesting faster than something that is important.

Your task must be to share important information that happens to be very interesting. 

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