Marketing For Learning® Ep 125 - The Attention Economy With Giles Hearn
18 snips
Feb 3, 2026 
Ashley Hinchcliffe, marketing strategist and founder of MAAS Marketing with 13 years in learning technology, explores the attention economy at work. Short takes on dopamine and novelty, interruptions and the twenty-minute recovery cost. Practical tactics like personas, triggers, spaced repetition and protected learning time. A lively look at marketing thinking applied to learner engagement and attention management.
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Build Human-Centred Personas
- Do personas properly: go beyond job titles to emotional drivers, pain points and real motivators.
- Use those human insights to create messaging that resonates and creates emotional connection.
Design For Trigger Moments
- Tie learning to concrete triggers and moments, not abstract skills lists.
- Present content as situational help (e.g., 'about to have your first one-to-one') to prompt action.
Use Behavioural Levers Deliberately
- Use behavioural levers like FOMO, social proof and loss aversion when launching internal learning.
- Run selective pilots, amplify participant voices, and frame potential loss to motivate uptake.
