attention first.
"the cheapest way to grow a brand in 2026 is to make something people would watch on their lunch break."
the book
what's in here.
a 240-page argument for one idea, with examples, scaffolding, frameworks and the agency case studies behind them. less how-to, more how-not-to.
stanley wrote this off the back of a five-year stretch shipping content for 200+ brands, watching most of his peers buy reach instead of earn it, and getting tired of saying the same things in pitch meetings.
"if you have to pay for someone's attention every time you want it, you don't have a brand. you have a media bill."
the book is split into four moves: get something to say, find a format, ship at cadence, and earn the room. each section ends with a one-page checklist a real founder could action on a tuesday.
opinionated about everything, including the typesetting · which is by oscar pereira and runs at 11.5 / 16 source serif on 90gsm white.
table of contents.
introduction · the attention bill
p.9what most brands actually sound like
p.21the four-move framework
p.34get something to say
p.52find a format
p.78ship at cadence
p.108earn the room
p.136nine case studies, told straight
p.162what to do when nothing works
p.198endnotes · the library
p.224what readers said.
"the most honest marketing book i've read all year. mostly because it isn't trying to be one."
"i underlined most of chapter 5. then i made my whole team read it. then we changed our content plan."
"sounds like stanley wrote it on a long flight while annoyed. that's the highest compliment i can give it."
read it on a plane.
240 pages, paperback or ebook, six hours on audible. one weekend gets it done.