Change is what attracts human attention.

Not consistency. Not familiarity. Change.

The phone rings. Something breaks your routine. The temperature shifts.

You notice.

This is how stories work too. Every good narrative begins with a starting event, a moment that disrupts the status quo. Something that wasn't there before.

And yet most marketing ignores this completely.

We know the value of distinctive assets. The logo. The colours. The sonic. Seen often enough, people remember them. That's recognition. It's valuable. It's built through consistency and repetition over time.

But recognition isn't the same as attention.

You can have the most distinctive assets in the world. But if you're not disrupting the moment, you're just wallpaper. Familiar, but invisible.

Recognition is earned over years.

Attention is won in an instant.

The brands breaking through aren't just building assets people recognise. They're creating (or buying against) moments that people can't ignore.

Recognition gets you remembered. Disruption gets you noticed.