This book first focuses on how to define the word "guanjong" and at what level it should be accepted.
The most important thing I considered during this process was to analyze the ‘being who wants attention’ from a neutral perspective, rather than simply affirming or denying it.
This is why most of the terms in this book are used in a neutral sense, meaning 'attention seeker'.
But more important than the definition of attention is the word 'attention' hidden behind it.
In an age of unpredictable, rapid change, interest has evolved into the concept of exchangeable currency.
Approaching it in that sense, the concept of spectatorship seeking attention is moving beyond a concept that refers to a specific individual to a broader concept.
--- From "Introductory Remarks - Dedicated to all the servants of the world"

The reason people have different perceptions of tolerance is not because of differences in personal inclinations, but because the word tolerance is currently being used with two different meanings depending on the situation.
The two meanings that are being confused here are 'tolerance as an actor who causes extreme acts' and 'tolerance as a tendency to seek attention.'
The term "actor" refers to people who engage in unnatural behavior that is not typical of ordinary people, such as going to extreme lengths to get attention from others.
They are often called attention seekers by others, but it is important to note that this name is not given to them because of their nature, but because of their extreme behavior in order to get attention from others.
Some people who engage in such acts of indulgence suffer from mental illnesses such as delusions, but others do not.
They act intentionally for the perverse pleasure of attention or for the specific benefits they can gain from receiving attention.
This is why most of others' evaluations of them are bound to be negative.
--- From "Different Thoughts and New Definitions of Indulgence"

From some point on, we began to see the eccentric and bizarre behavior of people seeking attention through news and portal sites.
It ranges from drunk driving broadcasts to body-lighting antics.
It is not surprising that ordinary people feel aversion to the very word "tolerance" and use it as a language of criticism.
The problem was actually money from beginning to end.
The fact that anyone can be the center of attention and turn that attention into money through internet broadcasts and other means has encouraged some people with a knack for outrageous, bizarre, and bizarre behavior to gamble on attention, and they have seized this once-in-a-lifetime opportunity without missing a beat.
As a result, an environment has been created where selection and cruelty run rampant within the easy accessibility and freedom of new media.
As some BJs engage in provocative and bizarre acts to gain support from viewers, they end up producing so-called 'monsters born from capitalism.'
--- From "The Birth of a Servant"

There was a time in organizations when people who were so-called eloquent or quick-witted were recognized.
Although they may not have outstanding skills in the organization, they were able to respond quickly with their unique ability to improvise, and sometimes even achieved high positions beyond those with more ability.
There are many reasons why these people were able to thrive in existing organizations, but one of them is that in the past business environment, it was difficult to measure in detail the actual contributions that individuals made to the company's performance.
In an environment where both skills and abilities cannot be expressed in numbers, the ability to "package oneself with words" provided an opportunity to be evaluated more highly than one's actual abilities.

But now the business environment for many companies has changed.
Detailed management indicators have evolved beyond immediate sales and operating profit, and cutting-edge IT technology has enabled real-time tracking of which websites employees are accessing and what actions they are taking.
Furthermore, as business competition intensifies and the 52-hour workweek is implemented, there is no longer any room to wait for employees' passion based on overtime.
--- From "Absolute Truth"

What is most effective at an organizational level, along with human appeal, is professional expertise.
Professional skills in organizational life can be special talents or knowledge, as at the individual level, but more than that, they refer to specialized work abilities within the company.
This is considered a basic ability that an individual working in an organization must possess, along with the ability to cooperate with others.
If you have only one of these two, you are doomed to have a hard time surviving in an organized society.
For example, even if you are a person who is better at collaborating with others than anyone else, if your work skills are lacking, it can become a problem.
Conversely, no matter how talented a person is, if he or she always has trouble cooperating with others, he or she will face the same problem.

George Howard, a world-renowned management consultant and professor at the Wharton School of the University of Pennsylvania, said that there are only two ways for a person to thrive in an organization.
One is 'influencing someone', and the other is 'getting along well with others'.
The influence he is talking about is the individual's ability to successfully carry out company tasks.
Also, relationships with others mean the ability to cooperate.
--- From "Their Organizational Life: Seeking Attention"

But unfortunately, not all of these exceptionally skilled individuals become action heroes within their organizations.
It's true that all action heroes are skilled, but not all skilled people are action heroes.
In other words, skills alone are not enough to become an action hero.
So what is missing?

He has the skills, but he lacks the ability to get attention.
Many high-performing people who think they can just quietly get their work done at work are missing out on opportunities to make a significant impact.
This can be applied to a model that receives continuous attention, as examined in Part 2, 'Unquenchable Visibility'.

To be a true action hero, you need to have both skills and know how to get attention and use it to your advantage.
If you don't properly utilize the power of attention, you could end up like Manager Oh Sang-sik from the webtoon "Misaeng," who was outstanding in his abilities but not recognized by the organization.
--- From "How a Powerful Person Becomes an Action Hero"

In the new era, subtly manipulating customers' psychology or forcing false perceptions on them to get their attention no longer works.
To get real attention from your customers, you have to do something 'real' for them, not just put on a fake show.
The first thing to do is to know exactly what customers in my industry want.
Bill Bishop, author of "Pink Penguin," describes what customers truly want as "peak benefit."
This ultimate benefit is the intrinsic benefit hidden within the apparent 'surface benefit'.
For example, the superficial benefit that a customer receiving financial services hopes for is making money, but the ultimate benefit that they truly desire is to realize the life of their dreams.
And while the superficial benefit for customers receiving haircut services at beauty salons is getting their hair cut, the ultimate benefit they truly desire is a great hairstyle.
Many business owners still assume that the superficial benefits that customers want are what they actually want.
If you try to differentiate yourself with that kind of mindset, you will end up being the same as everyone else, and in the end, you will not be able to achieve outstanding results.
Bill Bishop explains that pinpointing the best benefits customers want is the escape hatch from a pack of penguins who all seem similar.
--- From "How to Get Your Customers' Genuine Interest"

The phrase “everything can be solved with one concept” is increasingly being revealed to be nothing more than a myth rather than truth.
Consumers no longer prefer products that simply boast a sharp concept, without being based on innovative technology or offering the best possible benefits.
In particular, in the case of 'creative concepts' that give a new concept to an already created product during the advertising production stage, rather than the 'original product concept' that is applied from the product planning stage, the ripple effect will be weaker in the future.
With so many products failing and disappearing from the market, it's likely only the advertising planners who still believe that the product concept and related advertising were successful.
The product has already been erased from our memories.
It just remains in the portfolios of advertising planners.
Instead of embracing the powerful power of concepts, we need to escape the trap of thinking that concepts can solve everything.
Before creating a good concept, you should first consider "true technological innovation" and the "best benefit" you can give to your customers. If that's not possible, you should first think about a concept that will make your customers stand out.
--- From "4 Beliefs to Avoid in the New Era"

If we approach the gathering of individual interest economically, we can see that it opens up opportunities to make money.
But from a social perspective, individual interest can also be a source of power that can sway public opinion and drive the social agenda.
In the early to mid-20th century, those in power in politics successfully manipulated public attention and guided actions in a way that served their purposes by using mass media to fan public sentiment.
The Allied methods of inciting the public by establishing the Federal Information Committee during World War I were later passed on to and developed by Goebbels and the Nazi regime in Germany, which started World War II.
However, the way the state manipulates public opinion in one direction has become largely ineffective in modern democratic societies.
While ideological conflict has lost its power in modern society, a bigger reason is that society as a whole has become more diverse and complex, creating a highly volatile environment.
In a society like this, it is virtually impossible to gather and lead the public's attention to a single point.
Now, in order for the country and society to move within a normal flow, it is necessary to gain the attention of the people.
This is because the public's interest is essential for the country to inform and implement major policies that move society as planned.
--- From "How to Control Social Interest"

Ultimately, the way to stop fake news is to change the current business model of generating advertising revenue through content exposure, that is, to change digital platform companies.
We need to regulate and limit the massive data collection and recommendation algorithms that enable business strategies where content that attracts the most attention, regardless of its truthfulness, generates more advertising revenue.
We cannot criticize platform companies for pursuing profit as a single entity.
In particular, they did not intentionally create fake news or design their business model with the hope of spreading lies and nonsense in society.
We just wanted to open up information and connect everyone so that everyone could easily access it, and maybe the only way to make money within the business model was through a collaborative business model.
However, within these structural conditions, where more provocative fake news brings greater profits and social polarization deepens due to algorithmic recommendations, harmful fake news and addictive content are bound to increase.
In this situation, external regulation is absolutely necessary because change cannot be achieved through the platform's own self-regulation efforts alone.
Among the representative methods being discussed, the most effective solution seems to be to prevent large platform companies from arbitrarily collecting massive amounts of user data.
The way fake news and recommended content tailored to user preferences is fundamentally based on the collection and analysis of user data.
This is where regulations come into play.

--- From "Between Truth and Lies"