Since there is a growing body of scientific work on how our brains perceive subjective reality - science man everyone likes - Brian Cox said it neatly "everybody has a different perspective on life, and none of those perspectives are right. They are just multiple perspectives". Representing the voice of business and brands, the current descent into distortion revolving around post-pandemic online lives, should raise a dire need for self-reflection.

In humans, attention-seeking can be an ugly behaviour. In the attention economy, we see pretty clear signs that ugliness is still on trend. If attention is a commodity and everyone is trying to win it, then that's more cost than profit. Instead of seeking attention as an opportunity for short-term profit, seek connection as an opportunity for longer-term growth. Instead of capturing more attention, ask how do we create better focus?

Thanks to Mediacorp for hosting a second session of Future Proof// and Guan Hin Tay for being a great co-presenter. From government agencies last month, to a packed theatre of brand-side marketing audiences this time round. This was one of the most enjoyable keynotes I’ve done in recent years, because it felt real and hopeful.