If time is money,
attention is payment.

Articles

Why the contract matters, and guides on how to apply it.

  • Article

    A follow is not a blank cheque

    Your follower count records who said yes once. It says nothing about who is still paying attention, and the gap grows silently.

    Updated 6 November 2026 · 4 min read

  • Article

    The medium is the message, and the feed’s message is interruption

    In 1969, McLuhan described a world-pool of information that reads like a social feed. Its message to your audience: you’re interrupting.

    Updated 6 November 2026 · 5 min read

  • Guide

    The SLOPP Test: five checks before you publish

    Five pass/fail checks that catch content that wastes your audience’s time, with examples that pass and fail.

    Updated 6 November 2026 · 3 min read

How this site follows its own rules

  1. Free, no email wall. If you never come back, you should still leave better equipped.
  2. Useful on arrival. The homepage opens with a test you can use, not an introduction.
  3. No padding. Every page is checked against the SLOPP Test and must score at least 4.0 on the SMC Value Score before it is published.
  4. Evidence labelled as evidence. Where we cite a figure, we name the source. Where we have not found good evidence, such as for universal attention-span thresholds, we say so instead of repeating the folklore.
  5. One call to action at most, after the value.