We often hear marketers talk about their "email strategy" or their "social strategy." But email is just a delivery mechanism. It's a pipe. And if you're sending mediocre content through that pipe, it doesn't matter how well-optimized your subject lines are. ## The Subscription Economy of Attention In the attention economy, a "subscription" is a promise. It's the user saying, "I trust you to provide value in exchange for space in my inbox." If you break that trust, they don't just unsubscribe from your email; they unsubscribe from your brand. ## Content as the Product The brands that are winning today treat their content like a product. It has to solve a problem, provide entertainment, or offer a new perspective. If it doesn't do one of those three things, it shouldn't be sent. ## Moving Beyond the Inbox Building a brand means building a relationship that exists outside of any single channel. Your audience should know what to expect from you whether they see you on LinkedIn, hear you on a podcast, or read your newsletter. Focus on the value you're providing, and the delivery mechanisms will take care of themselves.