Value Proposition If brands and advertising have become less useful as tools to both companies and consumers, how can businesses grow? “Attention has become discretionary. The interruptive power of ads has diminished and people are obviously opting out of what doesn’t interest them.” The simplest answer to this reality is to deliver continuous improvement to product and service, to tell a relevant story, and to earn true attention with content that you’d want to read or watch yourself.  Article: The Principles of Post-Advertising